Here’s How Lego is Building Fantastic Customer Experiences with Its New House

With its ingenious interlocking bricks, Lego Brand Store has maintained a firm grip on the toy market for nearly a century. Its new Lego House, on the other hand, is set to provide a truly unique experience.

Lego was founded in 1934 by carpenter Ole Kirk Christiansen and is named after the Danish word leg godt, which means “play well.” After purchasing an innovative plastic molding machine in 1949, the business created an early version of its trademark product. The design was refined in 1958 to more closely approximate its current form, allowing the toy’s famed and nearly unlimited versatility to be realized.

Lego Brand Store vividly colored bricks are now available in practically every country. It has created sets based on a diverse range of acquired licenses, from Marvel Superheroes to Minecraft, and has launched very successful Hollywood films such as The Lego Movie and The Lego Batman Movie. It was rank #222 on Brand Finance’s 2018 list of the world’s most valuable brands.

The Lego Residence

Legoland attractions in Windsor, UK, and Copenhagen, Denmark, have been functioning in the theme park market for many years. If you travel to the redbrick house and workshop where the firm started all those years ago in the little Danish town of Billund today, you’ll find an entirely different kind of visitor experience.

The Lego Brand Store was create to be a massive Lego-base playground, including around 25 million Lego bricks. The building, which has multiple levels and terraces, enables guests to climb, explore, play, and let their imaginations run wild. The House was create by the same group that designed Google’s California headquarters.

Lego House

The Lego CEO, Jorgen Vig Knudstorp, states, “This has to be a site where even the most ardent enthusiasts would say, ‘Wow!'” “But it’s also about reviving the town center, which has been left behind by all of the growth on the outskirts of town, near the airport. Theme parks such as Lego Brand Store and Lalandia attract visitors, but they rarely venture into town.”

The Lego House is divide into 13 galleries, each of which features a heady combination of interactive technology as well as. Building exercises and brick-based fun that are more in line with the company’s heritage. In the House’s Lego Town Square, you can even discover figurines depicting three generations of the company’s. Founding Christiansen family hanging out on the benches.

Visitors can participate in a variety of activities, such as Lego Brand Store planning and using Mindstorm robots to save woolly mammoths. There are booths where you may make your stop-motion animations, as well as a garage where you can construct incredible race cars. Everything you make at The Lego House is then save to the cloud and can be view at any time using the attraction’s app. Which can also be use to tour the House outside of your visit.

The Secret To LEGO’s Success Is Selling Brand Experience

Everyone adores Lego Brand Store because of the fantastic brand experience it provides. They can develop from one record year to the next because of their strength.

For eight fantastic years, I’ve had the honor of aiding them in establishing international partner retail and own retail.

With my most difficult strategy job, I won big in brand experience. I discovered what makes them effective, as well as why we adore their company.

The Secret Power Of LEGO

Have you ever thought about the unseen forces that bind you to colored blocks of acrylonitrile butadiene styrene so powerfully that you pay 7–10 times the cost of production? LEGO’s secret capacity to develop a stronger emotional bond than other encounters is its amazing brand experience.

Consider the last time you put together Ikea furniture to grasp LEGO’s secret. It’s similar to Lego Brand Store in that you have to build it before you can play with it. Both face the same difficulties: the packing list must be completely accurate. And the directions must be simple enough for a youngster to comprehend.

It’s fascinating how many parallels there are with Apple. Both organizations followed the standard brand-building path and entered new business categories that made sense. And both failed miserably until finally nailing it with a focus on the finest brand experience.

A Once-In-A-Lifetime Opportunity

While the Lego Brand Store isn’t technically a store, it does house one of the brand’s stores. Visitors can pick and mix from Lego’s vast selection of bricks, as well as purchase the company’s well-known boxed sets, as well as a few Lego House-exclusive goods. The store also includes a Mosaic Maker, which uses augmented reality (AR) to capture your image and provide a comprehensive set of instructions, including a list of required bricks, for building your own self-portrait. You may also stop by the Brickaccino cafe for a drink or a bite to eat, all with a Lego twist.

“When we speak to the mini-figures in the kitchen, they don’t comprehend us,” a cafe server explained. “As a result, we’ll have to send them your order in Lego bricks. Guests must then construct their block lunch, scan it in, and watch as a Lego Brand Store. Lunchbox trundles out of the kitchen, down a spiraling conveyor belt, and into their hands, courtesy of two humanoid robots.”

Last Thoughts

With the Lego House, Brand Store has produced yet another fantastic visitor attraction. That further establishes the brand as one that values creativity and imagination.

The final word belongs to Stuart Harris, the Lego Coupon Code House Design Executive, who discusses the machine that gives each visitor a single packet of six red bricks as they depart.

“Considering that six bricks may be arrange in over 915 million different ways. It should last us at least 3,000 years.”

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