Lessons from Lego: World’s Largest Flagship Store Opens to Overwhelming Success


Lego’s outdone themselves (and everyone else) again. Their latest and biggest ever flagship store opened on Thursday in London to crowds of ecstatic children and parents flooding through the doors. The store, which inhabits nearly 10,000 feet of commercial space in Leicester Square, features a 20-foot (!!!) replica of Big Ben, and many other whimsical creations.

In an industry where so much is going digital, Lego certainly shows that there’s still magic in face-to-face interaction. “We believe that physical stores are a really important part of our overall Lego brand proposition,” says John Goodwin, Executive Vice President and CFO of the Lego Group.

Whether or not you own a store, there are a bunch of things you can learn from this constantly mold-breaking brand to help us build our business bigger, brick by brick.

Engaging the client in a fresh way

The new London store isn’t just about picking up exclusive Lego sets… it’s also about having fun. Lego is constantly looking for ways to surprise and delight their customer through the magic of their product. At this store, they’ve introduced a ‘Mosaic Portrait’ booth where participants hop in a photo booth, smile for the camera, and then are presented with instructions and the right pieces to build a portrait of themselves with Lego.

“(These stores) are environments for people to immerse themselves in and see and experience models and fantastic constructions firsthand,” Goodwin continues.

Creating meaningful partnerships with the community

Lego also seems to recognize that belonging to something greater than your own brand is imperative. Through a partnership with Transport for London, they’ve created a life-sized London Underground train car. The car is made up of 637,903 bricks and took 3,399 hours to build.

Beyond that, the company has had a number of partnerships with global non-profits. One of their most notable collaborations is with Unicef, extending the brand’s success to include educating children through creativity. The goal of this initiative is “to promote children’s rights and development through play… because play is deeply imbedded in our biology.”

There are many ways to engage in your community. Attending and hosting events, partnering with surrounding businesses to create a culture of collaboration rather than competition, and supporting local grassroots programs are just a few ways to get you started.

Personalizing your customers’ experience

Lego is the master of this, personalizing each store to the city that hosts it. But you don’t have to go that big for it to make an impact on your sales. Did you know even personalized emails deliver six times higher transaction rates, yet 70% of brands fail to use them? Here’s the thing: Personalization generally has little to do with the product itself. It’s making sure that every customer feels as though they’ve been considered and have the information that’s relevant to them.

For your small business, it’s not just about personalizing your brick-and-mortar store (although a good window display does boost your sales). Some of you may not even have a physical location and are focused on e-commerce. This concept doesn’t stop at a warm smile and remembering someone’s name – it can translate to digital too. For more on that, head here.


*All images courtesy of Lego