The toy manufacturer Lego has been transforming its retail spaces into immersive experiences that draw in customers and create memories. According to Martin Urrutia, Lego’s head of global retail experience and innovation, physical retail spaces can be seen as a media channel, a place for storytelling, and a way for customers to engage with a brand. To achieve this, retailers must have fundamentals in place, such as stock availability, the correct physical location, and streamlined communication. Employees also play a crucial role in enabling storytelling and creating experiences within the store. 

Lego has been experimenting with various in-store experiences, including a flower shop made entirely of Lego bricks, gaming-themed workshops, and livestreaming. The company has found that its employees make great hosts for livestreaming, and that creating personalized experiences, such as a custom Minifigure studio, can keep customers engaged and coming back to the store. The focus on adults as a key demographic for toy sales is also a priority for Lego, with nearly half of adults having purchased a toy for themselves in the past year. Urrutia urges other retailers to think about the story they are telling through their in-store experiences, with the aim of delivering best-in-class experiences that bring a brand to life. 

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https://www.retaildive.com/news/lego-store-shopping-experience/739492