Alquemie Group and the LEGO® Group today opened the largest LEGO® Certified Store in the Southern Hemisphere at Melbourne Central (GPT).

The 559sqm custom-made store showcases an immersive new retail concept featuring hybrid digital and physical experiences designed to inspire creativity and encourage play.

Richard Facioni, Executive Chairman, Alquemie Group comments: “The new landmark LEGO experience is set to delight both local and international brick fans, with custom built features that are a tribute to imagination and creativity.

“We are pleased to set new benchmarks for innovation and design with the opening of the Southern Hemisphere’s largest LEGO® Certified Store at Melbourne Central.”

The new store format has been developed following two years of LEGO® customer research which identified consumers were seeking opportunities to play, customise retail experiences and to have fun.

Troy Taylor, the LEGO® Group, says, “The new store format is part of the LEGO® Group’s strategy to innovate across retail channels, with a similar concept to be introduced around the world.

“Our new store at Melbourne Central showcases LEGO® brand experiences whilst also allowing customers of all ages to share their ideas and creativity.”