From its beginnings in a small Danish town over 90 years ago, Lego has grown to become one of the most popular children’s toys of all time. It’s a legacy that’s been built (quite literally) brick by brick.
Local Lego aficionados will be delighted with the news that the world’s biggest Lego store will be opening in the Sydney CBD in October. The flagship store joins 22 other Lego stores in Australia and surpasses London’s Leicester Square outlet to become the biggest in the world.
“This really puts Australia – and Sydney – on the map in the Lego world,” Matthew Robertson, managing director of the Alquemie Group (which holds the license of Lego in Australia and New Zealand) tells Broadsheet.
The 900-square-metre retail space will sit on the corner of Sydney Arcade and Pitt Street Mall, with Lego taking up residence alongside major local and international brands including Mircrosoft, H&M, Aesop and Country Road. “I think it makes sense for such an iconic store in an iconic city to be in what’s arguably the premium shopping destination in Australia,” said Robertson. “Lego is a world-renowned brand and it sits very comfortably alongside [the other stores in Pitt Street Mall].”
The CBD shop will include large-format brick builds and 3D models built by Ryan McNaught. Also known as “the Brickman”, McNaught is a Lego Masters television personality and one of 21 Lego Certified Professionals globally (he is the only one in the southern hemisphere). Robertson hints that the Lego sculptures will feature “some iconic Australian landmarks and also a local hero or two”.
The Sydney flagship will also include Australia’s first Minifigure Factory, a popular experience common in overseas Lego outlets, where customers can design figurines of themselves.
Creative free play areas will add to the interactive shopping experience. Robertson explains that the size of the space allows for creativity. “There’s lots of interaction opportunities to get your hands on bricks and building and interact with the sets and a lot of room for free building and play.”