Lego Uses Mall Space to Click With Customers

Danish toy maker Lego is using mall space in suburban Washington, D.C., to build its “next-generation” Lego Discovery Center.

Real estate investment trust PREIT on Friday (Feb. 4) announced that visitor attractions operator Merlin Entertainments is launching the 32,000-square-foot indoor center at Springfield Town Center in Springfield, Va., next year, noting it will be accessible on one level off the property’s main entrance.

“We are delighted to be opening an indoor LEGO attraction in Washington DC at Springfield Town Center,” Meike Lippert, senior divisional director midway Europe and global new openings at Merlin Entertainments, said in a press release.

“Our LEGO themed attractions have been a huge success across the globe, providing an opportunity for adults and children to spend fun and quality time together in an awesome LEGO world.  We look forward to revealing more special details over the coming months ahead of welcoming our first visitors in 2023,” she said.

“This new attraction helps PREIT achieve its goal of creating high quality purposeful places that serve as one-stop destinations for customers at a key property in a growing market,” Joseph F. Coradino, Chairman and CEO of PREIT, said in the announcement.

“Experiential tenants have proven to be great catalysts throughout our portfolio and we expect that, upon opening, our trade area will expand by a two-hour drive time, driving traffic and sales,” he said.

About 25 million people visit Washington, D.C., every year. The Springfield Town Center is home to Macy’s, DICK’s Sporting Goods, Target, H&M, Sephora, Abercrombie kids, American Eagle, Maggiano’s Little Italy, Yard House Restaurant, Regal Cinema, Dave & Buster’s, Maggie McFly’s, LA Fitness and more.

Related: Lego Brings ‘Store of the Future’ to NYC, Barcelona

Last month, Lego announced its collaboration with commerce and communications agency TracyLocke on its “Store of the Future,” a global retail concept aimed at putting creativity and imagination in the forefront of the shopper experience.

The first three stores are in New York City; Barcelona, Spain; and Chengdu, China with additional locations planned for the future.