Lift-off: Lego and Lotte join forces in Melbourne.

The Lego Group has partnered with Lotte Duty Free Oceania to create a space-themed activation space at Melbourne International Airport.

Featuring colourful lights and sounds, the pop-up animation has been designed to evoke a spaceship, to transport travellers on an immersive journey through outer space.

The activation showcases a range of Lego space-themed sets, in addition to exclusive rewards available only at Lotte Duty Free’s Melbourne airport store.

Visitors to the animation site are encouraged to collect their own Lego Space Galaxy passport, and fill it with stamps from various “mission stations” throughout the store.

Passengers who collect all the stamps – and spend over AUD99 (US$67) – receive an exclusive Lego luggage tag GWP.

Lego aims to add fun and create joy

Lego General Manager Singapore, Malaysia and Travel Retail Asia Pacific Nina Da Costa commented: “Amidst the various offerings in travel retail, there is a white space for the Lego Group to add fun into the shopping and journeys for all travellers.

Travellers are encouraged to collect their own Lego Space Galaxy passport, and fill it with stamps from various “mission stations” at the activation.

“Through this space-themed activation, we are excited to be sharing the gift of play with more children, and empower them with skills that will go on to inspire them to explore limitless possibilities of their imaginations and in life through Lego play.”

Stephen Timms, Chief Executive Officer and Director at Lotte Travel Retail Oceania, noted: “At Lotte Duty Free Oceania, we are always looking for innovative ways to enhance the travel experience for our customers.

The immersive animation showcases a range of Lego space-themed sets, and offers rewards exclusive to Lotte Duty Free’s Melbourne airport store.

“Lotte Duty Free and the Lego Group share a common vision: to create memorable experiences for families and travellers. By combining our expertise in travel retail with the iconic Lego brand and commitment to creativity, we are transforming the way people experience travel. Our partnership is not just about selling products; it is about creating joyful moments and inspiring imaginations.”

READ MORE: Building blocks of growth for Lego as largest airport store opens at DXB

READ MORE: Lagardère joins forces with LLA to launch Lego, Discover London stores

READ MORE: Lagardère crowns newest Lego and Discover London units at Luton Airport