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

By Luke Barras-hill |

The 190sq m store is located at Dubai International Airport Terminal 3.

The world’s biggest Lego store at an airport has been unveiled to travellers at Dubai International Airport (DXB) Terminal 3.

The Billund-headquartered brickmaker has collaborated with Lagardère Travel Retail to open a 190sq m space at B gates, constructed to resemble giant Lego bricks combined with immersive retail experiences for visitors inside.

Annette Rosendahl, Head of Travel Retail, Lego Travel Retail Development said: “We are excited to welcome the new Lego store in Dubai International (DXB) and congratulate our partner Lagardère Travel Retail with the official opening.

“This store is the biggest Lego airport store that we have ever opened and is a perfect match for the important strategic airport location in the region.

“Our mission is to inspire and develop the builders of tomorrow and this unique Lego store offers an immersive brand experience that allows all passengers in DXB to engage with our brand, spark creativity and imagination, and create fun and memorable experiences.”

Lego giveaways

To mark International Lego Day (28 January) and the official opening of the store, passengers in Concourse B had the opportunity to meet a walkabout Lego pilot from January 25-28 January.

As part of the festivities, more than 1,000 Lego gifts were handed out to travellers.

Shoppers entering the new store are greeted by an interactive experience involving them scanning their hand on the mini-figure scanner to bring to life a Lego minifigure on screen.

New and established Lego sets are available inside the shop, from fan favourite collections to impressive models aimed at appealing to all age groups.

Meanwhile a Digibox augmented reality solution allows customers to present the Lego 3 in 1 Creator set to a camera screen, triggering a short animation of the set being built.

The store constructed to resemble giant Lego bricks welcomes visitors to dynamic interactive zones to stimulate creativity and engagement.

The movable elements are designed to inspire different methods of play, in a nod towards driving engagement and education.

As part of the project, the Lego team has erected eye-grabbing activations intended to emphasise a ‘sense of place’ for passengers.

A mosaic wall of Dubai’s skyline took 134 hours to build and comprises 33,219 bricks weighing 62kg.

Meanwhile, a 3D Lego pilot standing tall at 190cm took 180 hours to construct using 45,033 bricks and weighs 134kg. Both offer a useful backdrop for travellers’ photos.

Left to right: Vadim Motlik, CEO, Lagardère Travel Retail UAE; Alison Macdonald, VP Commercial Concession Management, Dubai Airports; and Kristian Imhof, General Manager, CEEMEA, Lego.

Vadim Motlik, Lagardère Travel Retail UAE, CEO commented: “We are thrilled to officially open this extraordinary Lego store at DXB. Through our strategic partnership with Lego Travel Retail, we have been able to introduce a new immersive encounter for travellers, further underscoring our commitment to continually elevate the airport experience. This new store delivers an exceptional phygital experience through seamlessly integrating innovation, play, and technology.

“Our aim was to create a place that was more than just a destination to shop the latest Lego sets, but also a space that brings enjoyment and creativity to travellers. We have recruited a dedicated team of passionate Lego enthusiasts and creators to support in bringing this vision to life and create memorable experiences for passengers at DXB.”

Eugene Barry, Executive Vice President of Commercial at Dubai Airports, added: “The opening of the world’s largest airport Lego store here at Dubai International (DXB) introduces an exciting new retail space which in itself is a wonderful destination.

“This collaboration between Lagardère Travel Retail and Lego Travel Retail underscores Dubai Airports commitment to enhancing the airport experience for our guests and reflects a direction of boldly meeting changing consumer expectations, through creative partnerships and experiences.”

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