Lego Opens Two “Store of the Future” Flagships

Lego Group (Billund, Denmark) has rolled out a new retail concept that the toy maker is calling its “store of the future,” the company announced on Wednesday.

Two flagships have opened in New York City and Barcelona, and a third is slated to open in Chengdu, China in February.

To help launch and promote the new concept, Lego has partnered with TracyLocke, a Dallas-based communications agency. The agency’s involvement began with the flagship in New York City, which launched with a digital and social campaign that carried the tagline, “If you can build it here, you can build it anywhere.” TracyLocke also created a hands-on, experiential event to mark the opening of the Barcelona store.

“Our flagship store should always offer the most engaging and innovative experience for our visitors, inspiring creativity, building brand love and encouraging hands-on play,” says Stephane Knapp, Senior Director of Regional Retail Marketing at the Lego Group.