The LEGO Group will open its first store in Ireland, on Grafton Street in Dublin, this summer.

The shop will debut the company’s new ‘Retailtainment’ concept which blends physical and digital immersive play experiences in-store.

These include: the Minifigure Factory, which allows visitors to design and create a unique LEGO Minifigure; LEGO Expression, where visitors can have fun with LEGO Minifigures who mimic their facial expressions;

LEGO Pick a Brick Wall, for fans to select the exact elements they require for their builds; Hands-on Play opportunities, including free build challenges and events each month; Build a Minifigure Tower for mixing and matching from a wide selection of bottoms, tops, heads, hair pieces and accessories to customise minifigures; and exclusive 3D LEGO models inspired by Dublin and Irish culture.

There will also be benefits for LEGO VIP members including exclusive VIP gifts with purchase, double points events and more. The store will offer the full range of new products only available direct from LEGO stores and shop.lego.com including LEGO Boutique Hotel and LEGO Ideas Earth Globe.

“We have been looking for the perfect site in Dublin, so we were very excited when the opportunity came about to open on the vibrant Grafton Street”

Simone Sweeney, vice president of global LEGO retail development

Simone Sweeney, vice president of global LEGO retail development, said: “We have been looking for the perfect site in Dublin, so we were very excited when the opportunity came about to open on the vibrant Grafton Street. The city has been part of LEGO retail’s expansion strategy for many years, given the huge number of LEGO fans in Ireland and the international customers typically found in Dublin. We are also excited to be revealing the new LEGO retail platform in this market with innovative retail-first experiences and a destination for product launches and events and a hub for our Irish LEGO fan community.”

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