MAF-opens-new-LEGO-certified-store-in-the-Dubai-Mall
Majid Al Futtaim invited the media to the opening of the new LEGO certified store at the Dubai Mall, which is located at the lower level near the Dubai Fountain. It is the perfect destination for LEGO brick fans of all ages.
The concept includes multiple experiences that allow shoppers to immerse themselves in the world of the famous LEGO brick, as well as create personalized brick products including:
- The first LEGO Minifigure Factory in the region, which allows visitors to design and create a unique LEGO® Minifigure – the perfect souvenir or gift for someone else.
- With LEGO Expression, visitors can have fun with digital versions of LEGO Minifigures on big screens, which mimic their facial expressions.
The store was unveiled through a ribbon-cutting ceremony on 1 February attended by Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle, and Jeroen Beijer, General Manager of the LEGO Group, Middle East and Africa.
“This new LEGO Certified Store in the Dubai Mall offers a glimpse into the future of experiential retail,” said Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle. “Our focus is on innovation, digital transformation, and personalization as we collaborate with the LEGO Group to launch world-class brand encounters. In a city that is always advancing, we are proud to be introducing exclusive experiences for the first time and elevating shopping to create great moments for all of our customers and visitors of the UAE.”
Visitors to the store will be able to explore the city of Dubai with an exclusive LEGO brick replica of the Burj Khalifa showcasing the LED light show, and magnifying glasses provide an opportunity to view different models in detail. In addition, there are plenty of hands-on play opportunities with Brick Specialist store associates on hand to help customers find the perfect set.
“We are very proud to open our latest LEGO store that will offer some unique experiences in one of the most prestigious malls on the globe.” said Jeroen Beijer, General Manager of the LEGO Group, Middle East and Africa. “In our LEGO stores we aim to inspire and develop the builders of tomorrow through offering creative LEGO play interactions and by delivering the ultimate LEGO shopping experience, where people of all ages can enjoy hours of fun and creativity. The new LEGO retail format we are rolling out was two years in the making and we cannot wait to expand further and to bring more smiles to even more faces across the region.”
I had the opportunity to create my personal LEGO Minifigure with the help of the friendly staff at the store. The process was very simple. Pay AED69 at the counter, scan the box provided to you and follow the step on the touch screen panel. Add the name to your character then choose the clothing design from the palette. And you can also add preset characters and add text on the torso. The same can be done on the backside of the torse. Once you are done, look at the final looks and send it for print. LEGO Minifigure Factory machine prints on multiple orders and later passes through the oven which helps to secure the color and design on the torso.
After the above process, you have to accessorize the torso with the legs, head, hair, or different caps and add one accessory.
There are a variety of LEGO bricks packages which includes, StarWars, Friends, Disney characters, DC Comics, and a lot more. There are options from 5+ to 10+ children products and also remote control cars and robots.
It is a great place for all ages and creates anything with your imagination.
Customers can find the latest retail platform at the LEGO Certified Store on the Lower Ground floor of The Dubai Mall, or head to @legomiddleeast to find out more and play well.
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