Anyone who still believes LEGO is strictly for kids should think again. After the crossover success of The LEGO movie franchise, and the Danish super-brand’s expansion into ranges aimed at a more mature audience, it’s hard to argue with the appeal of the brightly coloured blocks. Indeed, LEGO beat Disney in 2020 to become the world's most reputable brand.
Now, LEGO has built its first store in the Kingdom of Saudi Arabia. Opening in the Red Sea Mall, in Jeddah, the store will bring the brand’s latest toy launches to the region as well as exclusive sets from LEGO, as well as providing innovative LEGO experiences for children (of all ages).
LEGO’s Architecture and Create ranges, as well as collaborations with car brands like Land Rover, have moved them from the toy cupboard to executive desks. They even have superstar fans in the shape of David Beckham and his family. Now, they plan on building a loyal following in KSA, too.
The new space covers 157sqm and will be a creative hub for the LEGO community. The retail store aims to create a strong connection with local culture and tradition and has commissioned a large-scale 3D model of a traditional Saudi family that will be positioned in the store, as well as a mosaic of Jeddah’s iconic Old Souk.
The store will also play home to a number of exclusive builds including Manchester United’s Old Trafford Stadium, The International Space Station, a Fiat 500 car and Lego Technic’s Lamborgini Sian (pictured above) .
Prepare to spend a lot more time indoors.