LEGO® fans are in for a treat this October as Great Yellow Brick (Pty) is opening a brand-new store in Mall of Africa in time for Christmas shopping. This new 100m2 store, with its bright colours, digital displays and one-of-a-kind LEGO sets, offers an elevated and interactive experience in retail. Integrated platforms provide customers with the opportunity to get hands-on engagement and become part of immersive experiences with the latest exclusive products and offerings from the LEGO Group.
With many shoppers returning to malls and Mall of Africa being one of the most up and coming malls in the country, this is the perfect location to unveil the new store design in South Africa. With the first 4 stores having opened in 2018 and 2019, the expansion of the LEGO Certified Stores will further extend the reach of the LEGO brand to more customers.
Visitors will experience the new, ‘Retailtainment’ concept with multiple experiences that allow shoppers to immerse themselves in the world of the famous LEGO System in Play, as well as create personalised brick products. These include:
• LEGO Minifigure Factory: The LEGO Minifigure factory allows visitors to design and create a unique LEGO Minifigure – the perfect souvenir or gift for someone else.
• Store Associates: Whether customers are picking out a gift, looking for the latest set, or bringing a LEGO fan in for a special treat, Brick Specialists can help find the perfect set.
• Hands-on play opportunities, including free build challenges and events each month
What’s more, the brand-new LEGO store will offer the full range of exciting new products only available direct from LEGO Certified Store South Africa – LEGO Certified Stores (greatyellowbrick.co.za) including the likes of LEGO® Titanic, LEGO® Technic™ BMW M 1000 RR and LEGO® Technic Ferrari Daytona!
And if that was not enough, the new store will also offer plenty of benefits for LEGO BRICK Rewards members including exclusive gifts with purchase, double point events and much more.
Miroslav Říha, Country Manager of LEGO® RSA, said, “The new LEGO Store in Mall of Africa will allow builders of all ages be inspired by endless play possibilities and an exciting journey of discovery into the LEGO universe. We are also excited to be revealing the new LEGO retail platform with innovative retail-first experiences and a destination for product launches, events and a hub for our LEGO fan community.”
Robert Greenstein, Director at Great Yellow Brick, added, “The innovative design of the new store is perfectly matched to all the exciting developments in Waterfall City and Mall of Africa. This will be the fifth LEGO Certified Store in South Africa and we’re excited to broaden the reach of this amazing brand to more South African customers.”
The new store will be found on the lower level in Mall of Africa.
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