Lego’s new flagship building engagement via #Immersion
Last month Lego opened its largest store in the world, in London’s Leicester Square. Our research suggests it’s already proving a big hit with shoppers by creating a truly #immersive experience that captures the imagination of all ages! Here ABA’s 5Drivers model helps piece together how this is achieved…
Transporting shoppers to a land of possibilities
The store captivates customers by carrying them away to a new world – cleverly using Lego product to create a sense of magic. Amazing replicas of London landmarks, including Big Ben and the Underground, conjure a sensory experience that goes well beyond just shopping – staying with visitors after they’ve left; recorded in memento pictures and shared in social media feeds.
Tapping into everyone’s inner child
The store offers loads of great opportunities to get your hands on product – not only to play with what’s displayed, as elsewhere, but also to create your own Lego character or even build a life-size mosaic of your face in the photo booth! This combines the fun of personalisation with the satisfaction of realising your own idea!
Lego has succeeded in constructing an immersive experience that delights by showing how far a simple, familiar toy can take you if you add a little imagination.
