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Published: 8 Oct 2014

Lego’s Local-Centric Flagship

Lego, NYC

Danish toy manufacturer Lego has opened a locality-inspired flagship store in New York boasting the brand's first in-store lounge – a direct nod to parents as well as children.

The Lego Lounge has been conceived as an in-store haven where parents can rest on oversized couches and use free phone-charging stations. It also features a collection of Lego-themed books for parents to read with their kids and, as the key centrepiece, a model of the Flatiron neighbourhood in which the store is based made entirely from Lego bricks.

The walls in the main room are adorned with an extensive 3D Lego mural that depicts the history of the neighbourhood, an 8ft brick replica of the Statue of Liberty and a huge model of Brickley – the brand's sea serpent mascot – whose body winds around the whole store.

The store also features the Lego Digital Box, an augmented reality-enabled digital mirror that animates boxes of Lego sets. Shoppers see the kits being built before their eyes when the box is held up in front of the screen (for more, see Augmented Reality Retail: The Virtual World is Here).

In addition to selling almost 500 different Lego sets and branded items such as notebooks and watches, the store features a "pick-a-brick" station – a wall where bricks can be bought singly rather than in packs – that includes new colour options exclusive to the store such as dark blue azure and hot light pink.

Another Lego store is slated to open in the One World Trade Center, Lower Manhattan, in 2015.

For more key strategies regarding retailing to children, see Next-Generation Retail for Kids, Kids Stores Grow Up, Kids Retail Online and Retailing to Families in Flux – part of our Modern Family Industry Trend. For more on the power of local-centricity, see Specialise to Survive in our Future of the Store Industry Trend.