The architect who has designed your shopping centre or retail store will definitely agree to have been a LEGO fan at some point in their life. Internationally, the concept of LEGO stores has been enriching and intriguing the young minds with their innate feature of allowing one to ‘build’ something brick by brick. Post 80 years since the inception of the brand, India got its first LEGO store. Launched in Chennai in early August, a few other cities such as Mumbai and Delhi are also set to have the world-famous LEGO stores.
The Lego Group is a family-owned company based in Billun, Denmark. The company was founded in 1932 by Ole Kirk Christiansen, a Danish joiner and carpenter. The business he established later passed from father to son, and today the founder’s grandson, Kjeld Kirk Kristiansen, and his children own the Lego Group.
Entering India’s Retail Scenario
Sold through various retail stores across the world, the most fascinating aspect of LEGO would be their concept stores. With over a 100 stores across the world, it is only now that India got its first LEGO store. Spread over 1300 sq. ft, the store was launched in India by Funskool India Ltd. and is situated at the Phoenix Marketcity. Needless to say, the store is a first-ofits- kind for the Indian consumer and will have on display the entire LEGO product range to choose from.
Citing the challenges faced in putting the store together, Madhu Pathiyal, manager, branding and promotions, Funskool India Ltd., said, “The design of the store was a major challenge. This being the first ever LEGO store in the country, we wanted everything right, from layout to plan-o-gram. All communication in terms of display and merchandising had to be linked to the key objective of keeping the shopper engaged. Utmost care has been taken to deliver the LEGO experience.” Adding further, he states, “This flagship store offers the newest shopping experience with the features found in some of the best brand stores across the world like play area, model displays, 3D models, et cetera. There is also a brick wall in-line with the pick-a-brick theme. Though the loose bricks are not sold, it reflects the elegance of the brand.”
The store design offers enhanced space to each product line of LEGO with the display of models, which is vital to convey the features of the individual product line starting from Duplo to Architecture. The store structure, its layout and the interiors are a liaison between the brand identity and the requirements of a LEGO customer. It is warm and welcoming not only for the kids, but also for the entire family. Inside the store, there are showcases embedded in the wall bays where models from the respective product line are put on display.
Specifics that make a LEGO store special, talking about the fixtures and their prominent use in enhancing the interiors, Madhu, states, “The fixture system, be it on the wall or on the floor, has been designed keeping the retailing reality in mind and allows all possible combinations for the product display. Some of the key features of the store include the LEGO City showcase, Olivia 3D model, and the giraffe made out of the Duplo bricks. There is also a LEGO Taj Mahal on display at the window. The hanging false ceiling is a 2×2 backlit brick, which is a first-of-its-kind in the country lending an international feel to the store.” Adding on to another first that one would come across at the store, Madhu, shares, “The ceiling lights are quite unique representing a 2×2 brick by itself. Four such backlit units, each consisting of four knobs at the ceiling, are a major attraction for any shopper who enters the store. All pre-built models and the brick walls are illuminated with hidden lights that are sure to grab eyeballs and give the perfect LEGO experience.”
With yellow and red dominating the colour story for the store, the red LED-lit signage seems to hang, lending the façade an ultra-modern look, while the brand identity ‘mini figurines’ makes its presence felt strongly with the golden yellow background. As for the visual merchandising mechanism being followed, Madhu shares, “A periodic review is essential and change is inevitable when it comes to visual merchandising of the store. We will have our first review before the season (December), before we make the first change in visual merchandising.” The wall paneling at the store is done with 12 mm MDF board.
With its presence in India since 2010 via Funskool India Ltd., it was only apt for the brand to have its own store launched in the country and with Funskool, LEGO plans to spread itself across the country enchanting and engaging young minds with their patented bricks.