Lego has inaugurated its biggest retail outlet in Yongsan, Seoul, South Korea, with an objective to increase its attractiveness for millennial and Generation Z consumers.
The flagship location spans an expansive 396 square meters and showcases a vibrant fusion of traditional and modern elements under its “K-culture” theme.
The store features a variety of large-scale Lego installations. These include a massive five-meter wide ‘Irolobongdo’ mosaic and a detailed diorama of Gwanghwamun and Geunjeongjeon, constructed using over 185,000 Lego bricks. The installations draw inspiration from various elements of Korean culture, including the Gwangjang Market and the country’s popular fried chicken.
In addition to the exhibits, the store also offers interactive areas for visitors. The Pick-a-Brick Zone allows customers to choose from a variety of Lego bricks in different shapes and sizes. The Build Your Own Minifigure Zone provides an opportunity for visitors to design and create their own custom mini figures. Free assembly is offered at brick play tables within the store.
Lego has expressed plans to continuously revamp and innovate, with an aim to ensure new experiences for visitors each time they visit the store. The company has announced year-end festive events as part of their initial initiatives to bring this vision to life.
What is the size of the new Lego store in Yongsan, Seoul?
The Lego store in Yongsan, Seoul spans an expansive 396 square meters.
What are the interactive areas in the new Lego store?
The store offers a Pick-a-Brick Zone, where customers can select from a variety of Lego bricks, and a Build Your Own Minifigure Zone, where visitors can create custom mini figures.
What does the future hold for this new Lego store?
Lego has expressed its commitment to continuously evolve and innovate, ensuring new experiences for visitors every time they visit. The company’s plans include hosting festive year-end events.
