A Lego flagship store set to open in Westfield Bondi Junction, Sydney, in late March aims to provide a landmark immersive retail experience for fans of the iconic toy brand.

The 302sqm store, situated over two levels, will offer the brand’s signature ‘pick-a-brick’ wall, which allows customers to choose from many combinations of Lego bricks, and provide engraving services and 3D models “inspired by iconic Sydney landmarks.”

“2019 is an exciting year for Lego [and] it’s exciting that we will have a place for Lego fans to come and experience our brand in Sydney as we continue to develop the builders of tomorrow,” The Lego Group vice president and general manager of Australia and New Zealand Claus Kristensen said.

The flagship is the product of a new partnership with Alceon Group, which acquired the rights to Lego certified stores in Australia and New Zealand.

“As one of the world’s most powerful and most recognised brands, we are proud to partner with The Lego Group to bring this leading retail concept to Australia,” Alceon Group executive director Richard Facioni said.

“This deal signifies Alceon’s depth of ambition in the retail space as we continue to seek further acquisitions and to pursue relevant investments that offer future sustainable growth,” Facioni said.

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.