Melbourne Lego fans are in for a treat. On Saturday, the company will open a new 559 square meter store in Melbourne Central with local retail partner Alquemie Group. It’s almost double the size of the next largest outlet in the southern hemisphere.
The store will offer a bespoke retail concept with immersive and hands-on experiences that go beyond boxes on a shelf. There is a never-before-seen model of a Melbourne tram, made from 651,489 bricks and measuring five meters in length. At a Minifigure station, you can mix and match heads, torsos, legs and accessories to design your own Lego minifigures.
Do you have any questions about the burning bricks? Sit at the virtual storytelling table and meet set designers to discuss everything from the latest themes to setting crafting. What about a model that isn’t quite finished? Head to the Pick-A-Brick wall to find that specific, unique piece you’ve been looking for. And that rare set you can’t get your hands on? It’s probably here.
“We’ve created a one-stop destination for Lego fanatics of all ages, there really is something here for everyone,” says Matthew Robertson, General Manager of Certified Lego Stores. “Being the largest store in the southern hemisphere, we were able to bring together everything we want under one roof.”
The store will also include a customization studio where visitors can reimagine themselves in Lego form using a mosaic maker. Like a photo booth, the mosaicist first captures your image then turns it into a Lego mosaic portrait in minutes. The Melbourne Central customization studio is the second of its kind, the first being located in the epic Lego “Retailtainment” store in New York City.
The store comes five years after the successful opening of the Legoland Discovery Center in Chadstone, which included two million bricks and a Miniland Melbourne containing 25 local landmarks, including the MCG, Arts Centre, Eureka Tower, Shrine of Remembrance and Flinders Street station.
Lego Melbourne Central opens at 10 a.m. on Saturday May 7.
Lego Melbourne Central
Level 2, corner LaTrobe Street and Swanston Street, Melbourne
Monday to Wednesday from 10 a.m. to 7 p.m.
Thu & Fri 10am–9pm
Sat & Sun 10am–7pm