Majid Al Futtaim Lifestyle launches the first newly designed LEGO Store concept in the Middle East

LEGO Certified Stores – owned and operated by Majid Al Futtaim in the UAE – has launched its latest store design in the Middle East. Located at Mall of the Emirates, the new look store format from the LEGO Group provides customers with a unique retail experience for the first time ever that is both playful and innovative.

The new store was unveiled through a ribbon-cutting ceremony on September 22 at Mall of the Emirates, by Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle, and Jeroen Beijer, General Manager of the LEGO Group, Middle East and Africa. Shaikha Al Kaabi, the first Emirati brand ambassador and youngest Emirati inventor, also attended the ceremony alongside other VIP Customers and invited guests.

With bright colours, digital displays and one-of-a-kind LEGO sets, the new store 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.

Available for the first time in the UAE, the LEGO Mosaic Maker is an exclusive concept that allows customers to transform their picture into a unique LEGO mosaic through a photobooth. An entire area of the store is dedicated to the customisation of LEGO products to help shoppers create their own unique LEGO sets and find the ultimate gift.

As well as releasing the latest and most exclusive products from the LEGO Group, the store showcases an iconic Mall of the Emirates model built entirely out of LEGO® bricks. The model is a fantastic highlight in the store, weighing over 200 kilograms and made from 87,542 LEGO bricks.

“At Majid Al Futtaim, we strive to create great moments for everyone every day and being able to launch the newest LEGO Certified Store helps us to achieve that. The new store gives children, families and LEGO enthusiasts of any age the chance to explore new interactive and innovative experiences that are now available exclusively in the UAE. The LEGO Mosaic Maker offers options for personalisation, showcasing our extraordinary efforts to drive experiential retail forward,” said Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle.

“With this new store we are evolving the retail offering to strengthen brand love and create memorable experiences people will talk about long after they leave. We want people to walk into our stores and feel immersed in a world of LEGO bricks. We’ve designed the spaces to fire up creativity and imagination and encourage hands-on play. Our talented designers have developed entirely new experiences that blend the very best of customization, technology and physical play allowing visitors to interact with the brand in exciting new ways,” said Jeroen Beijer, General Manager of LEGO MEA.