Dubai International (DXB) has just become home to a retail experience as Lagardère Travel Retail, in collaboration with LEGO Travel Retail, opened the world’s largest LEGO airport store at Concourse B Gates in Terminal 3.
This 190 square metre space is an immersive journey into the world of LEGO, designed to ignite creativity and engagement among travellers. Resembling giant LEGO bricks, the store features interactive zones where both children and adults alike, are encouraged to unleash their inner builders and play to their heart’s content.
Visitors are greeted by installations, including a captivating mosaic wall showcasing Dubai’s iconic skyline, crafted using 33,219 bricks over 134 hours. As well as the Minifigure Scanner, a cutting-edge feature that brings LEGO characters to life on screen through a simple hand scan.
Another highlight is the impressive 3D LEGO pilot, towering at 1.9 meters and constructed from over 45,000 bricks, weighing a substantial 133 kgs. Whose presence was seen from January 25 to 28 in celebration of World Lego Day. Continuing the World Lego Day celebrations, the store delighted travellers with over 1,000 LEGO gifts, spreading joy and love for Lego among passengers passing through Concourse B.
Vadim Motlik, CEO of Lagardère Travel Retail UAE, emphasised its role in elevating the airport experience for travellers, stating, “This new store delivers an exceptional phygital experience through seamlessly integrating innovation, play and technology. Our aim was to create a place that was more than just a destination to shop the latest LEGO sets, but also a space that brings enjoyment and creativity to travellers. We have recruited a dedicated team of passionate LEGO enthusiasts and creators to support in bringing this vision to life and create memorable experiences for passengers at DXB.”
Eugene Barry, Executive Vice President Commercial at Dubai Airports, praised the collaboration between Lagardère Travel Retail and LEGO Travel Retail, reaffirming Dubai Airports’ commitment to enhancing the guest experience through creative partnerships and unique retail offerings.
Annette Rosendahl, Head of Travel Retail Development at LEGO Travel Retail, echoed these sentiments stating, “This store is the biggest LEGO airport store that we have ever opened and is a perfect match for the important strategic airport location in the region. Our mission is to inspire and develop the builders of tomorrow, and this unique LEGO store offers an immersive brand experience that allows all passengers in DXB to engage with our brand, spark creativity and imagination, and create fun and memorable experiences.”
This approach to brand activation not only drives sales but also cultivates brand loyalty and advocacy. By offering travellers a memorable and engaging experience, the world’s largest LEGO airport store at Dubai International (DXB) becomes more than just a retail space. It is a destination in itself, where customers are not only consumers but also active contributors to the brand narrative.