I’ve got fantastic news for LEGO fans in Melbourne – Alquemie and LEGO have announced that the largest LEGO Certified Store in the Southern Hemisphere will open at Melbourne Central in April 2022!
Update: The LEGO Melbourne Central Store will be opening on Saturday, 7 May 2022! It will be located at Level 2, Melbourne Central, Cnr Latrobe/Swanston Street!
The Grand Opening will be announced in the coming weeks, but I can foresee it coinciding with the April/Easter School holidays.
The 559sqm custom-made store will showcase an immersive new retail concept featuring hybrid digital and physical experiences designed to inspire creativity and encourage play.
It also looks Melbourne will be the first LEGO Certified Store in Australia to get the LEGO Mosaic Maker, which allows visitors to create personalised LEGO mosaics of themselves.
You’ll also be able to find the usual staples such as the most extensive collection of LEGO products at retail, as well as Build a Minifigure Station and Pick a Brick wall.
This being a new LEGO Store, it’s also likely that it will have the brand new “white store” retail fitout, which was first seen Down Under in the Perth LEGO Store. To get a preview of what to expect, check out photos of the Perth LEGO Store on Bricktastic Blog – it’s a much more modern, and contemporary look!
Richard Facioni, Executive Chairman, Alquemie Group comments: “Consumers are seeking interactive, personalised retail experiences and we look forward to leading that change with the launch of our large-scale omni-channel store at Melbourne Central.
“Our new landmark store will set local benchmarks for innovation and design and speaks to our commitment to continue to grow the footprint of the world-renowned LEGO® Certified Store concept throughout ANZ.”
The new store format has been developed following two years of LEGO® customer research which identified consumers were seeking opportunities to play, customise retail experiences and to have fun.
Troy Taylor, the LEGO® Group, says, “The new store format is part of the LEGO® Group’s strategy to innovate across retail channels, with a similar concept to be introduced around the world.
“Our new store at Melbourne Central will showcase LEGO® brand experiences whilst also allowing customers of all ages to share their ideas and creativity.”
I think this ultimately decides it, that Melbourne > Sydney.
As a Melburnian, I couldn’t be more happy, and can’t wait to share more!