UK. Lagardère Travel Retail UK & Ireland has opened two stores at London Luton Airport (LLA) – a Lego store and Discover London, the premium souvenir and gifting concept.
The openings mark a significant development in Lagardère Travel Retail and LLA’s ongoing partnership, which dates back 18 years to when the retailer opened its first Aelia Duty Free store at the airport.
The openings complement the retailer’s existing offer at the London gateway which comprises five duty-free and foodservice stores.
As reported, The Moodie Davitt Report President Dermot Davitt was recently on location to discover LLA’s multi-million-pound programme of terminal upgrades, and next wave of retail and dining offers.
The Lego store – the brand’s fourth UK airport location – is designed to offer travellers “an immersive and playful” shopping experience. It features an extensive collection of Lego sets, across various themes, including exclusive releases.
An augmented-reality experience in-store is a standout element. Activated by scanning the Lego sets, it enables visitors to preview how models will look once built.
Discover London is a proprietary brand developed by Lagardère Travel Retail. Designed as an experiential playground, the store delivers strong Sense of Place and offers multi-category gifts and souvenirs.
The store design immerses travellers into London’s diverse settings and offers local delicacies, craft beers and local liquor and jewellery brands. Brands featured include Tinker Tailor Ltd, Stolenform, Brick Sixty Limited, and Little Miss London Ltd alongside favourites such as Fortnum & Mason and Whittard’s.
Lagardère Travel Retail UK & Ireland CEO Marion Engelhard commented: “We are extremely excited about this new opportunity at London Luton Airport and look forward to welcoming shoppers of all ages to this new store brimming with awesome products and fun features for the whole family.
“A store full of bright colours, cool models, surprises, engaged store personnel, selfie opportunities and interactive experiences. It is never too late to start playing so come by and have fun with us.”
“We cannot wait for our passengers to enjoy these two exciting and interactive brands, which are a great fit with the simple and friendly passenger experience we offer,” added Luton Airport Chief Commercial Officer Jonathan Rayner.
“Today’s announcement follows the opening of a range of bold, innovative, and engaging shops and restaurants at London Luton Airport this summer, providing even greater choice for our passengers and signifying a landmark moment in our long and successful partnership with Lagardère.”
Lego Head of Travel Retail Expansion Annette Rosendahl added: “We are excited to open the fourth Lego airport store in the UK with our partner Lagardère Travel Retail and look forward to offering the Lego store experience in London Luton Airport.
“Our mission is to inspire and develop the Lego builders of tomorrow and this large Lego store invites all passengers in the airport to engage with our brand, spark creativity and imagination, and create fun and memorable experiences.” ✈
