LEGO Group makes experiential retail move with new Dubai store

The LEGO Group is expanding its retailtainment concept with a new store owned and operated by Majid Al Futtaim in The Dubai Mall.

This opened its doors today and includes the first LEGO Minifigure Factory in the region, which allows visitors to design and create a unique Minifigure.

With LEGO Expression, meanwhile, visitors can experience digital versions of Minifigures on big screens, which mimic their facial expressions.

The store was unveiled through a ribbon cutting ceremony attended by Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle, and Jeroen Beijer, General Manager of the LEGO Group, Middle East and Africa.

“This new store offers a glimpse into the future of experiential retail,” says Ghanim.

“Our focus is on innovation, digital transformation and personalisation as we collaborate with the LEGO Group to launch world class brand encounters.”

“In a city that is always advancing, we are proud to be introducing exclusive experiences for the first time and elevating shopping to create great moments for all of our customers and visitors of the UAE.”

Visitors to the store will be able to explore the city of Dubai with an exclusive LEGO brick replica of the Burj Khalifa showcasing the LED light show, and magnifying glasses provide an opportunity to view different models in detail. 

“We are very proud to open our latest LEGO store that will offer some unique experiences in one of the most prestigious malls on the globe.” says Beijer.

“In our stores we aim to inspire and develop the builders of tomorrow through offering creative LEGO play interactions and by delivering the ultimate LEGO shopping experience, where people of all ages can enjoy hours of fun and creativity.”

“The new retail format we are rolling out was two years in the making and we cannot wait to expand further and to bring more smiles to even more faces across the region.”