“Integrating innovation, play and technology” – Lagardère Travel Retail opens world’s largest airport LEGO store at Dubai International : The Moodie Davitt Report

UAE. Lagardère Travel Retail, in partnership with LEGO Travel Retail, has officially opened the world’s largest LEGO airport store at Dubai International (DXB). Located at Concourse B Gates in Terminal 3, the 190sq m store has been constructed to resemble giant LEGO bricks and features interactive zones designed to stimulate creativity and engagement, said the partners. As customers enter the store, they are greeted by an interactive experience where they can scan their hand on the Minifigure Scanner, bringing to life the LEGO Minifigure that appears on the screen. Within the store, customers can explore a range of LEGO sets including favourite collections in addition to models showcased throughout the space. The range has been curated to ensure there is something for all ages, said LEGO. The store also features the Digibox, an augmented reality solution that brings LEGO sets to life. Customers can present the LEGO three-in-one creator set in front of the screen’s camera, and a short animation of the set being built, and the movable elements will appear to inspire different ways to play. Lagardère Travel Retail UAE CEO Vadim Motlik 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.” Dubai Airports Executive Vice President Commercial Eugene Barry said: “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.” Sense of Place is another key element articulated through a series of installations. Features include a mosaic wall of the Dubai skyline, which took 134 hours of craftsmanship, comprising 33,219 bricks and weighing 62kg. Complementing this, the store showcases a 3D LEGO pilot, towering over 190cm, crafted by the LEGO team. The pilot took 180 hours to construct, using 45,033 bricks and weighing 134 kg. LEGO Travel Retail Development Head of Travel Retail Annette Rosendahl added, “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.” To mark World LEGO Day and the official opening of the store at DXB, from 25 to 28 January passengers in Concourse B had the opportunity to meet the walkabout LEGO pilot. As part of the festivities, over 1,000 LEGO gifts were given away to travellers. ✈