- LEGO® Certified Stores newest retail platform offers customers new and interactive experiences and displays
- The new store introduces The LEGO Mosaic Maker for the first time in the United Arab Emirates
Dubai, UAE, 26 September, 2021: 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.
Commenting on the new LEGO Certified Stores launch, Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle said, “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.”
Jeroen Beijer, General Manager of LEGO MEA, said, “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.”
Customers can find the latest retail platform at the LEGO Certified Store on the Ground floor of Mall of the Emirates, or head to @legostoresme to find out more.
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 foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com.
About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.
A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 17 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.
Majid Al Futtaim owns and operates 29 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, Mall of Oman, City Centre malls, My City Centre neighbourhood centres, and five community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in over 30 markets across the Middle East, Africa and Asia, operating a portfolio of more than 375 outlets including City+, the region’s first checkout-free store, and an online store.
Majid Al Futtaim operates more than 500 VOX Cinemas screens as well as a portfolio of world-class leisure and entertainment experiences across the region including Ski Dubai, Ski Egypt, Dreamscape, Magic Planet, Little Explorers and iFLY Dubai. The Company is parent to a Fashion, Home and Specialty retail business representing international brands such as Abercrombie & Fitch, Hollister, AllSaints, lululemon athletica, Crate & Barrel, CB2, Maisons du Monde, LEGO and THAT, a Majid Al Futtaim fashion concept store and app. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management.
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