Flagship Certified Store to open in Sydney in late March

Yesterday, pictures started to surface of a vinyl wrapped store featuring lots of LEGO livery, at the Westfield Centre in Bondi Junction.

Today, we can confirm that we will see a LEGO® Certified Store open on that site in late March – probably in time to coincide with the (delayed, compared to the rest of the world) Australian opening of The LEGO Movie 2.

Image courtesy of David Scalone, used with permission.

While the Sydney’s first LEGO Centre at Birkenhead Point has long closed, the new shop – a Certified Store rather than LEGO Brand Retail – will operate over two floors, with a total floor space of 302sqm.

We can expect the new Flagship store will be offering similar experiences to the Gold Coast certified Store, operated by Ardent Entertainment, and the store at the LEGOLAND Discovery centre in Melbourne: Pick a Brick;Build a Minifigure™; LEGO Exclusive sets and gear, this store also has a specific area for hosting children’s parties. Shoppers will find the new store on Level 3, Oxford Street entrance, Westfield Bondi Junction.

Like the Gold Coast and Melbourne stores, we do not expect LEGO VIP Points to count here, although the Gold Coast Store has its own VIP Points system, and the Melbourne store offers a discount to annual pass holders.

Regardless, this store will offer a LEGO retail experience hitherto unseen in Australia, and will, no doubt, be popular with children and adults alike.

LEGO® ANNOUNCES MAJOR FLAGSHIP STORE TO OPEN IN MARCH IN SYDNEY

The LEGO® Group and Alceon Group will open a new flagship LEGO® Certified Store in Sydney in late March. Situated at Westfield Bondi Junction, the flagship LEGO store provides a fun new landmark for local families and enthusiasts from around the world, with a focus on inspiring creativity through innovation and new experiences.

Claus Kristensen, Vice President and General Manager, Australia and New Zealand, LEGO Group says: “LEGO® stores are a lighthouse for the LEGO brand and an inspiring, interactive experience for enthusiasts of all ages. Children and parents are invited to experience a world beyond their imagination as they venture for the first time inside the new store.”

The LEGO brand mission is to inspire and develop the builders of tomorrow through creative free play and developing the imagination. The brand, which has delighted generations of children and adults, has been available in Australia for over 60 years.

The opening of this major LEGO Certified Store reaffirms Australia’s positioning in the ranks of the top LEGO countries around the world.

Supporting innovation is a central theme of the store and this is encouraged with many unique hands-on interactive brick experiences. These include Make-Your-Own Minifigure™ stations and a ‘Pick a Brick’ signature wall featuring countless combinations of bricks to choose from. Onsite the store will also offer a custom LEGO brick engraving service for personalisation.

This new flagship store covers an impressive 302 sqm total area over two floors. In addition to a variety of large LEGO models showcasing the creative potential of the LEGO brick, the store features exciting new LEGO experiences such as a dedicated area designed specifically for children’s parties.

Richard Facioni, Executive Director, Alceon Group, commented: “We are delighted to bring one of the world’s favourite brands to Sydney within a truly unique and immersive LEGO retail experience.

“The custom-built design and all activities within the flagship store are related to the LEGO philosophy of promoting imagination and creativity. We are sure both Australian and worldwide fans will enjoy the many unique features, including those which draw inspiration from iconic Sydney landmarks.”

Highlights within the LEGO Certified Store at Westfield Bondi Junction include:

– Larger–than-life bespoke 3D models of local Sydney icons

– LEGO Play tables providing children the opportunity to get creative and build whatever they imagine

– One of the largest ranges of LEGO products in Australia, including exclusive products

Great news, especially for those living in Sydney, or visiting the Bondi Junction Westfield Centre. This is certainly an impressively sized retail space. I wonder how the experience at this certified flagship store will compare with that at other flagship stores around the world. Hopefully, we will have further details soon.

It should be open by the end of March, so it could make for a nifty excursion for anyone attending the Sydney Brick Show on the 6th and 7th of April (Although you should be aware that it is a fair hike from Penrith…).

What do you think of the forthcoming store? Why not leave your comments below, and follow the Rambling brick on facebook and Instagram, to keep up to date.

Until next time,

Play Well!

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