Lego has opened a new experiential retail store in the Dubai Mall which will be operated by the Majid Al Futtaim retail group.
The store includes the first Lego minifigure factory in the region and allows for consumers to design and create their own miniature figure in-store.
It also houses a number of digital experiences which includes Lego Expression where lego figures mimic the facial expressions of customers on large screens.
“This new store offers a glimpse into the future of experiential retail,” Majid Al Futtaim Lifestyle chief executive officer Fahed Ghanim said.
