The LEGO store design showcases a new experience via the Retailtainment concept.
REPUBLIKA.CO.ID, JAKARTA — A hobby of assembling game parts is not only interested in children but also adults. Playing or arranging something is considered not only to relieve stress but also to provide benefits.
Through two years of customer research, the LEGO Group has found that shoppers enjoy LEGO play equipment. They love participating in LEGO-inspired activities in-store.
Therefore, the LEGO Group presents the LEGO® Certified Store (LCS) at Pondok Indah Mall 3, with a new store concept in Southeast Asia. The store design showcases a new experience through the Retailtainment concept.
“The concept comes directly from Denmark, globally it will be applied all over the world,” said General Manager, Southeast Asia, Cesar Ridruejo, at the LEGO Group, Friday (3/12).
New concept LCS is part of the strategy LEGO Group to innovate in retail networks. This new concept will also be applied to LCS worldwide. The new LCS format has several features, including the interactive Augmented Reality (AR) Kiosk from Digibox. The camera inside the kiosk will visualize the details of various LEGO sets with technology augmented reality.
“Sometimes customers are confused about what it can be like, with this AR, they know that anything can be created, even though there are still more generic manuals. So seeing AR can be more creative according to creativity and imagination,” he said.
Additionally, the interactive Disruptor unit features a movable magnifying glass to help customers see in more detail the LEGO sets displayed in the store. A more varied range of LEGO sets and more interactive communication about topics of interest to customers to help customers know more about the products offered
Then, 3D models of various LEGO sets. The new store aims to give LEGO fans the opportunity to experience direct and personal interactions with the LEGO brand as they play.
SCS is divided into two zones Newness and Immersion. LCS also adds a modern twist to the store design to welcome shoppers with an experience multi-sensory. This is so that visitors can imagine as broadly as possible when interacting with the product
The store front of LCS resembles LEGO brick giant. It’s combined and stacked to welcome visitors to a new LEGO world that’s exciting and more expressive than ever. 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.
Upon 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.
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