Alceon

New LEGO® Certified stores Coming to Adelaide and Melbourne before Christmas.

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When we spoke to one of the executive directors of the Alceon group – the company rolling out a lot of the LEGO® Certified Stores around Australia – last year, we had high hopes for a rapid rollout of LEGO® Certified stores around the country. Then the COVID-19 pandemic, with its associated retail lockdowns and looming recession came along, and those plans were put on hold for a while. In the last week or two we have seen announcements for a new store at Marion in Adelaide, and a second store in Melbourne, at Highpoint shopping centre.

This is along with the opening of a store in Charlestown Square in Newcastle, back in August. In recent weeks, hoarding has appeared outside the store in Marion, and yesterday we heard the official announcement for the new store at Highpoint.

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Melbourne’s First LEGO Certified Store Is Now Open

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In which I attend a preview event at Melbourne’s new LEGO Certified Store in Doncaster and have a talk with the Alceon Excutive Director about plans for rolling out future stores, in Victoria and interstate.

On Thursday, October 3rd, we saw the opening of Melbourne’s FIRST LEGO Certified store at Westfield Doncaster. I was fortunate to attend a preview event the night before, attended by media, AFOLs and many more. But Wait! Did I say first? More on that later.

As I approached the new store, located on the upper level, opposite the Nespresso Boutique, and in close proximity to the Apple Store, I came across a brick built fireman…promising something special coming Very Soon. Hoarding was still up, outside the shop, and on arriving inside we were greeted by the features that would be familiar to anyone who has visited a LEGO Brand Retail store anywhere in the world: Bright yellow livery, pictures of giant minifigures around the walls, shelves stacked with practially every set that is available, a giant mural and some strategically placed interactive experiences.

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