NEW NYC FLAGSHIP STORE - About Us

Stores to feature first-of-a-kind immersive digital and physical shopper experiences to inspire creativity and imagination. New concept platform to be introduced to LEGO® stores around the world. Store transformation part of the Group’s strategy to innovate across retail channels.
The LEGO Group shared a glimpse into the future of experiential retail as it opened its doors on a dazzling new store in New York City. The 7,175 sq. ft, two-storey store on Fifth Avenue is the first LEGO® flagship store to feature an innovative new retail format, elements of which will be introduced to more than 100 stores worldwide in the coming year.

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The short-lived Toys R Us flagship store in Herald Center in Manhattan, NYC (from the 1990 annual report). The store would be outshined by its flashier Times Square successor that opened in