- Local fans can experience the new “Retailtainment” concept with an immersive experience.
Kuwait: LEGO Certified Stores, owned and operated by Majid Al Futtaim in conjunction with The LEGO Group, is expanding its retail concept across the Middle East, with the opening of its first concept store in The Avenues Shopping Mall in Kuwait. The new store format offers customers a unique retail experience for the first time that is both fun and innovative in Kuwait.
“This new LEGO-certified store in The Avenues Shopping Center offers a glimpse of a unified and seamless retail space of physical and digital experiences,” said Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle. “Our goal is to expand these concept stores across the region with innovation, digital transformation and personalization in collaboration with the LEGO Group to launch world-class brand encounters for our LEGO enthusiasts and create more great times for all.
Store visitors will be able to explore the National Monument of Kuwait with an exclusive LEGO® Brick-built replica of the Towers of Kuwait, using 21,591 LEGO bricks that took over 110 hours to painstakingly rebuild. The LEGO® The magnifying glass provides the ability to see a model in detail and there are hands-on play opportunities, with Brick Specialist store associates available to help customers find the perfect set.
“With this LEGO® Certified Store, we’re evolving our retail offering to build brand love and create memorable experiences people will talk about long after they’re gone. Kuwait is a key market for our operations and with this new launch, we hope to provide exciting new memories for the growing community of fans here,” said Jeroen Beijer, LEGO Group General Manager, Middle East and Africa. “Our goal is to inspire and develop the builders of tomorrow across all of our LEGO Stores through creative play and interaction, with this new LEGO Store format having taken two years to design and perfect for an engaging experience. superior purchase.”
The store was unveiled at a groundbreaking ceremony on April 24. Customers can find the latest retail platform at the LEGO Certified Store in Phase 2 on the first floor of The Avenues Shopping Center or head to @legostoresme to learn more and play well.
Mimi Alexander – Memac Ogilvy
Email: [email protected]
About The LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its LEGO brick foundation, lets children and fans build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark, in 1932 by Ole Kirk Kristiansen, its name is derived from the two Danish words LEg GOdt, which means “to play well”.
Today, the LEGO Group remains a family business headquartered in Billund. However, its products are now sold in over 140 countries around the world. For more information: www.LEGO.com.
About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is the pioneer of shopping malls, communities, retail and leisure in the Middle East, Africa and Asia.
A remarkable business success, Majid Al Futtaim started from the vision of one man to transform the face of shopping, entertainment and leisure in order to “create great moments for everyone, every day”. It has since grown into one of the most respected and successful companies in the UAE, spanning 17 international markets, employing over 43,000 people and achieving the highest credit rating (BBB) among companies. private in the region.
Majid Al Futtaim owns and operates 29 shopping malls, 13 hotels and four mixed-use communities, with other developments underway in the area. The mall portfolio includes Mall of the Emirates, Mall of Egypt, Mall of Oman, City Center malls, My City Center neighborhood malls and five community malls which are in joint venture with the Sharjah government. The Company is the exclusive franchisee of Carrefour in more than 30 markets in the Middle East, Africa and Asia, operating a portfolio of more than 400 points of sale, including City+, the first cashless store in the region, and a boutique in line.
Majid Al Futtaim operates over 600 VOX Cinemas screens as well as a portfolio of world-class leisure and entertainment experiences in the region, including Ski Dubai, Ski Egypt, Dreamscape, Magic Planet, Little Explorers and iFLY Dubai. The company is the parent company of a fashion, home and specialty retail business representing international brands such as Abercrombie & Fitch, Hollister, AllSaints, lululemon athletica, Crate & Barrel, LEGO and That, a concept store and a Majid Al Futtaim fashion app. In addition, Majid Al Futtaim operates Enova, a facilities and energy management company, through a joint venture with Veolia, a global leader in optimized environmental resource management.
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