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A Store Designed for ‘Kidults’
The new LEGO Store, which is the 10th directly managed by the brand in France, is located on the first level of the shopping center (which also houses an Apple Store). The 250m2 space naturally highlights the features that fans have come to expect: the “Pick a Brick” wall and the mini-figure assembly tower are both featured prominently. The store layout is clearly aimed at adult fans of LEGO. While Duplo sets are available, it is primarily the more expensive sets such as the Death Star and the Eiffel Tower that dominate the floor space. A wall mural that blends the Arc de Triomphe with the Grande Arche adds a local flavor to the decor.
A Strategic Location
The choice of location is no coincidence. With its high traffic and its transportation hub (RER, Metro), La Défense is a strategic spot for attracting customers from beyond just the local business district. This store is the 26th LEGO-branded store in France, but it’s important to distinguish between these company-managed official stores and the 16 franchised “Certified Stores” operated by Percassi. While the official brand website continues to grow, LEGO still values the complementary nature of physical stores to offer an experience that e-commerce alone cannot match.
An Exclusive Set to Attract Collectors
To make a splash and draw in collectors from day one, LEGO is sticking to its usual strategy. A special promotional set has been released for the occasion. Dubbed “La Défense Grand Opening” (reference 5009625), this limited edition set features a unique tile branded “I Love LEGO Store Paris la Défense” and is given to the first customers. However, a minimum purchase of 150 euros is required to secure this collectible. This is a typical strategy to boost average sales from the outset, ahead of the expected holiday rush.
What’s the Verdict?
The opening of yet another physical LEGO store, especially such a large flagship in La Défense, raises questions in today’s digital age. However, LEGO is no longer just selling toys; it’s offering a premium experience. The website is convenient for placing orders, but the physical store remains the only place where you can use the brick wall or build your own mini-figures. It’s a bet on impulse buying and on the adult fan who wants to see the massive sets in person before making a purchase. As long as fans continue to show up, LEGO’s strategy of maintaining physical stores isn’t going anywhere. And I get it, since this week I ended up visiting two different LEGO Stores without even realizing it.