The LEGO Group is expanding its “retailtainment” concept to new climes with the debut of its LEGO certified store in The Dubai Mall. The store, which is owned and operated by regional mall operator and real estate developer Majid Al Futtaim, opened its doors on Feb. 1, 2022.
Visitors will be able to explore the city of Dubai with an exclusive LEGO brick replica of the Burj Khalifa skyscraper, complete with an LED version of the building’s famed light show.
The store features many experiential elements that first debuted at the brand’s recently unveiled flagship in New York City, including:
- The region’s first LEGO Minifigure Factory, which allows visitors to design and create a personalized LEGO Minifigure; and
- LEGO Expression, where visitors can have fun with digital versions of LEGO Minifigures displayed on big screens who mimic their facial expressions.
“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 for the Middle East and Africa in a statement. “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.”
