Focus on storytelling as LEGO Store in Leicester Square, London gets Space products immersive experience zone

The LEGO Group has added a space immersive experience at its store in Leicester Square, London.

In a LinkedIn post, Martin Urrutia, Global Head Retail Experience & Innovation at LEGO, said: “Storytelling spaces in retail are key to engaging visitors and offering them a memorable customer experience.”

“Have you ever imagined landing a LEGO spaceship inside a store, inviting guests onboard, and letting them travel to any of the ten LEGO planets featured in our campaign? During their visit, they can enjoy many other exciting experiences.”

He added: “This new zone brings LEGO Space products to life for kids of all ages, creating a dedicated storytelling area that engages kids and families with this amazing collection. We are excited to see how this new area transforms shopping into an experience-based activity.”

By boarding the spaceship that landed inside the store, shoppers can experience:

- A large 3D model of an astronaut and an alien welcoming them onboard.

- A fully functional control centre, where you can navigate your ship to different planets in the space system and learn more about each of the space products from various LEGO franchises.

- Receiving phone calls from mysterious space characters.

- A treasure hunt to crack the secret spaceship code by finding hidden lockers, with a space badge as a reward.

- Unleashing your creativity by building LEGO rockets at a guided building experience at the creativity play table.

- Decorating the rear part of the spaceship with your LEGO alien builds.

- After landing, checking engines, windows, and visiting the Digital Theatre, which features the NASA Artemis Space Launch System display with original video footage from the spaceship launch.

Urrutia concluded: “We are grateful to our colleagues across multiple LEGO teams who supported the creation of this innovative experience and worked closely with us to make it a reality.”

Niall Edwards

Niall Edwards has been appointed to the position of Senior Vice President, Consumer & Marketing Technology at The LEGO Group.

Edwards has been at the company for eight years and was previously Vice President, Marketing & Channels Technology and, before that, Senior Director, Shopper Technology.

His CV also includes stints as Advisory Board Member at MACH Alliance, Director - E-commerce, Digital Marketing & Technology at ACCO Brands, E-commerce Marketing Manager at Toys R Us UK, and E-commerce Manager at UNIQLO.

Edwards said: “Excited to share that as of 1st June, I am starting a new role at The LEGO Group. I will be staying super close to my existing team until such time as we find my successor - based Copenhagen.”

“I can’t wait to get started with some new challenges and opportunities and to work with a new area of the business and lead a new team (to me at least) - though I will, in time, also miss the things I leave behind - happily not too far though.”