What shop design can look like: the Lego flagship store in Berlin
So many bricks: The Lego Store in Berlin was newly opened and is now the only flagship store in Germany.
Lego GmbH
There are twelve of them all over the world. The store design required a little more patience than is the case with other stores.
The sales floor in Tauentzienstraße measures 658 square meters in size and looks stylish and playful, yet not too ornate. The store design is shaped by giant Lego figures and buildings. Nearly 950,000 Lego bricks were used to build the models in the store!
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The City of Berlin is unmistakably at the center of the store concept: visitors get to experience the city’s most famous landmark – the Brandenburg Gate – in miniature format. A Trabant (affectionately called Trabbi) also seems to break through the wall. Incidentally, the giant sea serpent Brickley graces all of the Lego stores worldwide. In Berlin, it boasts 81,463 bricks and winds through the different store levels.
Graffiti and images of the city’s heraldic animal and symbol, the Berlin Bear and the Berlin Wall adorn the walls – inspired by the city’s street art scene. The famous graffiti of the East German Trabant on the Berlin Wall was recreated with 239,124 bricks on a scale of 1:1. The Brandenburg Gate actually required 521,405 bricks and took more than 2,400 hours to build.
A seemingly endless number of colorful bricks in different sizes can also be found in transparent spherical containers at Europe’s largest ”Pick & Build“ wall. This is where customers can get creative with their Lego bricks. The wall is also very effective as a design element. Digital elements are also part of the fun: at the “Minifigure-Me-Scanner“, visitors can use a digital screen to see what they might look like as a Lego minifigure.
Next to the standard Lego boxes with the building sets, the store also features many areas where customers can build and then purchase their own individual figures. Plus there are themed sections right in the store where visitors can create things at separate locations.
During the official opening ceremony, Christian Pau, Senior Sales Director Europe Central at Lego GmbH said, “The Lego Group wants to inspire children and adults – with both our products and special moments right in our Lego stores. Here we offer individual and unique shopping and building experiences. Our goal is to present both our little and big fans and visitors with the widest range of products possible that promotes creativity, stimulates their imagination and is simply a lot of fun.“
