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.