Ireland is to get its first Lego store, with the Danish brand opening on Dublin's Grafton Street this summer.
The new store will feature Lego’s new retail platform which blends physical and digital experiences in an immersive way, and also allow shoppers to create personalised products.
The store will have a minifigure factory where visitors can design their own unique Lego minifigures; participate in free-build challenges and other hands-on play opportunities;, and feature exclusive 3D Lego models inspired by Dublin and Irish culture.
Simone Sweeney, vice-president of global Lego retail development, said the company had been actively looking for a site in Dublin.
“The city has been part of Lego Retail’s expansion strategy for many years given the existing huge number of Lego fans in Ireland and the international customers typically found in the city,” she said. “The new Lego store in Dublin will allow builders of all ages to be inspired by endless play possibilities, and for new builders to welcome them into a new exciting journey of discovery into the Lego universe.”
The news of the store’s opening was welcomed by business group DublinTown, which described it as “a vote of confidence” that would add to the city centre’s family appeal.
“The city was challenged during the pandemic but now, as we emerge into the post-pandemic world, we have a real chance to re-imagine the city as one of Europe’s key 21st century destinations,” the group said in a statement.
“Today’s announcement by Lego further strengthens the city’s appeal, particular around the Grafton Street area and the surrounding streets, and has raised cheers from neighbouring businesses.”