The Lego Group enters Singapore travel retail with two shops at Changi Airport

By Luke Barras-hill |

Lego has made its entry into Singapore travel retail with the opening of two shops at Changi Airport.

The Lego Group has opened two new stores at Singapore Changi Airport in a travel retail debut for the toy brickmaker.

Situated at Terminal 3 and Terminal 4, the Lego Airport Store (LAS) concepts adopt the Danish company’s ‘Retailtainment’ approach featuring the latest store designs and retail experiences.

Travellers can enjoy a series of fun-filled launch activities and exclusive promotions at the stores from 2 November – 13 December, in time for the holiday season.

They can also pickup different Lego sets as gifts for loved ones or friends.

Both units boast Singapore-exclusive mosaic walls adorned with the prominent HSBC Rain Vortex, the iconic centrepiece of Jewel Changi Airport.

Revealing day and night depictions of the seven-storey waterfall, the mosaic artworks have been devised by Lego certified professional Nicholas Foo and comprise 41,472 pieces each.

Families and Lego fans alike in transit can pose next to an exclusive 3D Lego model presenting local landmarks such as a Merlion minifigure and the recognisable Changi Airport Tower.

Prize draw and voucher offer

The special models, handbuilt with 35,832 Lego bricks, welcome visitors to the stores, where inside they are invited to customise their own Lego characters at the ‘Lego Build A Minifigure’ stations.

Eric Maugein, Regional President, the Lego Group Asia Pacific said: “The Lego Group is all about inspiring the power of creative play, and now with an expanded focus on travel retail, we will grow our presence and bring meaningful Lego play to more kids and families across the region. As one of Asia’s most connected aviation hubs, we are pleased to partner with Singapore’s Changi Airport Group to bridge the world of aviation and the world of endless possibilities.”

Lego says its Retailtainment store format has been two years in the making following customer research and is designed to encourage customers of all ages to share their ideas and creativity.

An AR digibox kiosk allows visitors to visualise assembled Lego models and get closer to the sets via an interactive disruptor unit and moveable magnifying feature.

Lego opened new stores at Changi last year.

An interior view of the new Lego Airport Store at Terminal 4.

To support the LAS launches, Lego is hosting a range of launch activities on selected weekdays from 2 November – 13 December.

These include a hands-on ‘Lego Merlion Microbuild Make & Take’ activity and an interactive ‘Lego Minifigure Travel Social Media Contest’, customised Lego postcards and exclusive promotions.

Coinciding with the official opening on 2 November, shoppers can enter the ‘Spin and Win’ lucky draw with a minimum spend of $88/US$65 for the chance to win a Lego set or redeem an exclusive 40528 Lego Store with a minimum spend of $150, while stocks last.

From the same date, visitors can also see and take pictures of the Lego pilot mascot from 14:00 – 15:00 at the LAS Changi Airport T4, and from 16:00 – 18:00 at the LAS Changi Airport T3, at the same time as receiving a $10 retail voucher, while stocks last.

Chandra Mahtani, Senior Vice President of Airside Planning & Leasing and T5 Planning at Changi Airport Group, added: “We are thrilled to welcome the Lego Group to the Changi Airport community. The addition of this iconic brand brings a new level of creativity and imagination to our diverse tenant mix.

“The Lego Group’s commitment to inspiring play and learning aligns perfectly with our goal to provide enriching experiences for travellers. We believe this partnership will not only captivate the hearts of Lego fans, but also introduce a world of fun and discovery to even more passengers at Changi Airport.”

The Lego Group was a finalist in the 2023 consumer-voted Global Travel Retail Awards for the Disney Celebration Train.

 

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