Completely assembled LEGO models displayed in open space.
LEGO Group opened the ninth LEGO Certified Store (LCS) in Indonesia, as well as the first LCS in Southeast Asia to feature the latest store designs and bring new experiences through the ‘Retailtainment’ concept, part of the LEGO Group’s strategy to innovate on the network retail which will be applied to LCS worldwide.
“At the LEGO Group, we focus on business we’re on ‘play’. This new store aims to give LEGO fans the opportunity to experience direct and personal interactions with the LEGO brand as they play,” said Cesar Ridruejo, General Manager, Southeast Asia in the LEGO Group.
The storefront from LCS at Pondok Indah Mall 3 resembles a giant LEGO brick that is combined and stacked to welcome visitors to a new LEGO world that is more exciting and more expressive than the previous one. This architectural design is also supported by the open front of the shop so that the interior can be seen clearly from the outside. The shop is also equipped with digital installations in the storefront.
Entering the store, customers are greeted by the Newness zone where the latest LEGO products are showcased. Completely assembled LEGO models are displayed in an open space for shoppers to take a closer look and explore the details and features in each set.
Furthermore, the Immersion zone is a place for shoppers to get to know their favorite LEGO sets. Customers will be assisted by a unit called the disruptor unit which features a movable magnifying glass so that they can see more clearly the details of the existing set from various angles.
These units can be found on dioramas and on store shelves. Customers can also head to the interactive AR kiosk, Digibox, with a box of LEGO sets, the camera will visualize the model of the set in detail with augmented reality technology. They can also build their own LEGO characters in Build a Minifigure Station1.
This store opening is the seventh LCS store in Jakarta, Indonesia, adding to one of six stores that already cater to many LEGO fans. This store is the latest LCS to open in Indonesia since 2017, bringing the number of stores throughout Indonesia to nine. Mitra Adiperkasa (MAP), the largest LEGO Group distributor in Indonesia, will also act as the new LCS Group partner in Indonesia.
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