The Mall of Berlin has over 300 stores on a total of ca. 76,000 sq m of retail space and attracts around 22 million visitors every year. Credit: HGHI Holding GmbH

LEGO opens one of three new stores in Germany at Mall of Berlin

Danish toy manufacturer LEGO will open an approximately 250 sq m store on the first floor of the Mall of Berlin on December 2, 2021.

This fall and winter season, the company will open three new stores in Dresden, Bonn, and Berlin, relying on a mix of e-commerce and brick-and-mortar retail. They are also reinvesting in around 130 new stores worldwide with currently 737 stores open in 50 countries.

Their new retail format will also be implemented at the Mall of Berlin with a fresh design, large play tables and a “Pick a Brick” wall–a compilation of the entire brick collection in all available colors to help find the right pieces and minifigures. 

“With the new LEGO retail format, LEGO fans big and small will find something very special here and every purchase will be an unforgettable experience. Only brick-and-mortar retail can achieve this: the combination of a comprehensive brand experience with all the senses as well as qualified, personal expert advice,” says Harald Gerome Huth, owner and managing director of HGHI Holding GmbH.

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