How LEGO Transforms Retail Locations into Storytelling Experiences

LEGO: The Big Apple Perspective

If you’re a New Yorker, you know LEGO isn’t just a toy — it’s a universe of endless possibilities. Imagine building a sprawling medieval castle complete with a working drawbridge. Or perhaps envision yourself as a pirate, sailing the high seas in search of loot. If you lean towards sci-fi, a detailed space station could be your cup of tea. For those who love a classic cityscape, why not create your very own main street, bustling with coffee shops and florists? In whatever way one imagines it, an infinite number of possibilities might spring to mind when you think of LEGO.

LEGO Breaks the Mold with Livestreaming and Customization

In the vibrant world of retail, LEGO’s no slouch when it comes to innovating. The company’s latest move involves stripping shelves to set up customization stations. Picture this: vast screens and color-coded bins filled with bricks beckoning you to create your own miniature LEGO figures. Add some text, maybe a drawing or two, and voilà, a personalized memento! It’s an experience that, according to Martin Urrutia, LEGO’s head of global retail experience and innovation, ensures shoppers keep coming back for more.

“We’re removing the space from products,” Urrutia explains, “but that will make the store visit unique and we’ll keep shoppers engaged to come and visit again.”

And they’re not stopping there. LEGO’s diving into livestreaming, a trend catching fire in the retail world. Forget celebrity influencers or flashy sets — LEGO’s relying on its in-store team. As Urrutia puts it, “We have the product. We have the set. Our employees are great stars. They’re very authentic. We love the passion that they bring.”

A Global Tapestry Woven From Bricks

Danish roots, yet universal appeal — that’s LEGO for you. It’s not just a brand; it’s a phenomenon that spans ages, genders, and geography. In Canada, the folks at Science North have an exhibit that showcases over 100 unique LEGO sculptures. From dragons to hummingbirds, artist Sean Kenney and his Amsterdam-based team used more than 2 million bricks to conjure these marvels.

Over in England, a LEGO masterpiece celebrating the suffragette movement stands tall at the University of Warwick. As noted by the BBC, this monumental model, containing 32,327 bricks, marks the 100th anniversary of women’s suffrage. It’s not just a toy, folks; it’s history built brick by brick!

And then there’s the legendary Battersea Power Station store in London. Recently transformed into "Le Florist," with 220 sets of flower arrangements, it previously showcased a LEGO Santa’s chair and even staged a spaceship landing. That’s called crafting experiences that stick.

The Backbone of LEGO’s Retail Triumph

Of course, behind the flair remains a robust retail backbone. As highlighted by Retail Dive, it’s still about fundamentals. On-hand stock allocation is crucial. Stores need to nestle in prime locations, ensuring foot traffic and sales. And communication? It should be seamless, on any channel.

Whatever they’re doing, it’s working! According to The Visual Capitalist, LEGO reached nearly $10 billion in revenue by 2023. They’re playing the game right. So here’s to LEGO—more than just bricks—a global culture unto itself, reimagining the possibilities of play.