Lego
Play well

image
Work Type

LEGO want their stores to be places where kids can play and get to know the company.

But they're also in the business of selling LEGO. Conventional thinking suggests there is therefore a compromise to make when it comes to designing the store layout.  
We disagree. We think play and profit go together.  
By clearing away a quarter of the merchandise on the shop floor at the Bullring in Birmingham, UK, we were able to create a space where children could simply do their thing.

Metrics

30%

increase in sales in THE FIRST year

25%

SKUs removed

We put the important stuff at eye level and within reach of small hands. We made bricks and character parts available by the scoopful at the pick-a-brick wall. As a result, sales increased by 30% in the first year. (Creativity's up, too.) 
It's a hugely flexible idea and has proved so successful that it's been implemented across the world, not just at dedicated stores but at theme parks, malls and shopping centres, too. 

Awards
SILVER

ICSC MENA Store of the Future

image
image
image
image
image