SINGAPORE. The Lego Group has opened two stores at Singapore Changi Airport, marking its debut in travel retail in the country.
The Terminal 3 and 4 stores are showcasing the group’s retailtainment concept, designed to inspire creativity, build brand support and to encourage hands-on play. A series of fun-filled activities and exclusive promotions will run until 13 December.
To mark the stores’ official opening today (2 November), visitors were treated to a special appearance of the Lego Pilot Mascot. Lego vouchers, S$10 (US$7.3), are also on offer while stocks last.
Lego Group Asia Pacific Regional President Eric Maugein said: “The Lego Group is all about inspiring the power of creative play, and now with an expanded focus on travel retail, we will grow our presence and bring meaningful Lego play to more kids and families across the region.
“As one of Asia’s most connected aviation hubs, we are pleased to partner with Singapore’s Changi Airport Group to bridge the world of aviation and the world of endless possibilities.”
Changi Airport Group Senior Vice President of Airside Planning & Leasing and T5 Planning Chandra Mahtani commented: “We are thrilled to welcome the Lego Group to the Changi Airport community. The addition of this iconic brand brings a new level of creativity and imagination to our diverse tenant mix.
“The Lego Group’s commitment to inspiring play and learning aligns perfectly with our goal to provide enriching experiences for travellers. We believe this partnership will not only captivate the hearts of Lego fans, but also introduce a world of fun and discovery to even more passengers at Changi Airport.”
The two new stores feature Singapore-exclusive mosaic walls of the HSBC Rain Vortex, the world’s tallest indoor waterfall located in Jewel Changi Airport. Created by local artist and Lego Certified Professional Nicholas Foo, the mosaic artworks comprise 41,472 pieces each and offer a day and night version of the seven-storey waterfall.
Transiting families and Lego fans are encouraged to pose next to exclusive 3D Lego models – made up of 35,832 Lego bricks – of local landmarks and popular tourist attractions, such as a Merlion Minifigure and the Changi Airport Tower. Shoppers are also invited to visit the stores to customise their own Lego characters at Lego Build A Minifigure stations.
According to the Lego Group, its retailtainment store format was developed following two years of customer research. It pointed out the new stores offer retail experiences that are unique to the Lego brand, while also allowing customers of all ages to share their ideas and creativity.
Customers can visualise the assembled Lego models through an AR interactive Digibox kiosk, with details shown via an interactive disruptor unit and moveable magnifying feature. In-store promotions include a hands-on Lego Microbuild Make & Take activity, interactive Lego Minifigure Travel Social Media Contest, customised Lego postcards and exclusive offers.
With a minimum spend of S$88 (US$64), shoppers are encouraged to participate in a Spin and Win lucky draw, to win a Lego set. A minimum S$150 (US$110) offers the opportunity to redeem an exclusive 40528 Lego Store while stocks last. 
