READY, STEADY, BUILD! The LEGO Group Reveals New Retailtainment Store in Dubai

• The LEGO® Certified Store opens in The Dubai Mall
• In the store, UAE fans can experience the LEGO Group’s new ‘Retailtainment’ concept that blends physical and digital immersive play experiences 

Dubai, UAE, 1 February, 2021: The LEGO Group is expanding its retailtainment concept with the opening of a new LEGO® Certified Store that is owned and operated by Majid Al Futtaim in The Dubai Mall. Located on the lower ground floor near the fountains, the new LEGO Certified Store opened its doors on 1 February and is the perfect destination for LEGO brick fans of all ages.

The concept includes multiple experiences that allow shoppers to immerse themselves in the world of the famous LEGO brick, as well as create personalised brick products including:

• The first LEGO Minifigure Factory in the region, which allows visitors to design and create a unique LEGO® Minifigure – the perfect souvenir or gift for someone else.  
• With LEGO Expression, visitors can have fun with digital versions of LEGO Minifigures on big screens, who mimic their facial expressions.

The store was unveiled through a ribbon cutting ceremony on 1 February 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 LEGO Certified Store in the Dubai Mall offers a glimpse into the future of experiential retail,” said Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle. “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. In addition, there are plenty of hands-on play opportunities with Brick Specialist store associates on hand to help customers find the perfect set. 

“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.” said Jeroen Beijer, General Manager of the LEGO Group, Middle East and Africa. “In our LEGO 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 LEGO 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.”

Customers can find the latest retail platform at the LEGO Certified Store on the Lower Ground floor of The Dubai Mall, or head to @legomiddleeast to find out more and play well.