Alquemie Group in partnership with the LEGO® Group to unveil the Southern Hemisphere’s largest LEGO® Certified Store at Melbourne Central

Great news for Victorian based LEGO fans, young and old alike. A few weeks ago we revealed plans for a new LEGO Certified Store to open near Melbourne’s Central Business District- information obtained by scouring LEGO related job ads. Today we can confirm that the store will be located jn the Melbourne Central shopping centre, and is due to open in April. The centre is located centrally, and has easy public transport access.

The store will also feature the LEGO MOSAIC MAKER- the first in the Southern Hemisphere. At this time the store is expected to be the Largest Certified Store in the Southern Hemisphere.

Alquemie Group and the LEGO® Group today announced the largest LEGO® Certified Store in the Southern Hemisphere will open in April at Melbourne Central (GPT).
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.
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.”
Key features of Melbourne Central’s new LEGO® Certified Store include:
• A Personalisation Studio invites visitors to make a memento of their visit. Customers are invited to reimagine themselves in LEGO® form as a portrait from the Mosaic Maker – standing as the first LEGO® Personalisation Studio in ANZ;
• A wide range of LEGO® sets, with fun and engaging communication focused on passion-points to help shoppers navigate across portfolio;
• Inspiring 3D models of the LEGO® sets and hands-on building experiences to inspire creativity and imagination;
• Signature features of LEGO® Certified Stores globally including a ‘Pick A Brick’ wall and MinifigureTM Station.

The Grand Opening Date for the new LEGO® Certified Store will be announced in the coming weeks.

I’m really excited to hear that we have a new flagship store coming to Melbourne, and the central location will be easy to access for locals, and people visiting town by train alike. I’ll let you know when we get news of the store opening, and hopefully bring a few shots from in store after opening.

We still await news of stores for regional Victoria and Tasmania, but only time will tell.

Until next time

Play Well.

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