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Inside Lego’s immersive new global store design

Lego merges digital and physical experiences in NYC flagship. Image: Supplied.
Interactive storytelling, virtual worlds, a personalisation studio and 3D superheroes – it’s not your average retail store, but Lego’s new New York City flagship demonstrates what’s possible with experiential retail. On Friday, the toy company will open the doors to a two-storey, 7175-square-foot store on Fifth Avenue, showcasing an innovative retail format, which will inspire the redesign of more than 100 stores worldwide over the next year. The immersive store format, which was two yea