Interactive lighting and screens for new LEGO store

Toy brand LEGO is opening a new store in Birmingham, at the Bullring, later this week. A range of promotional events will be held at the store in the run-up to Christmas.

Designed by an in-house team, the store will be the first LEGO branch to feature a new dynamic lighting system designed to create a more interactive, multi-sensory shopping experience. A 'digital ribbon' of screens above the merchandise shelves will be used to deliver engaging stories to customers.

Visitors can also place their hand prints on a scanner, to 'transform' themselves into virtual LEGO minifigures. A range of different play activities, exclusive to LEGO stores, will be on offer.

“We cannot wait to bring more play experiences, fun and building to Birmingham,” says LEGO district manager Alison Wood. “The new store is loaded full of exciting LEGO big builds, play areas and activities. You can even build your own minifigure and take it home, something that it unique to LEGO stores.”