UAE. Lego and Lagardère Travel Retail have unveiled a large-scale race car installation at the brand’s flagship store at Dubai International Airport (DXB).
The partners said the installation extends the excitement of the Formula 1 season and enhances engagement during the peak holiday travel period. The world’s largest Lego airport shop is located in the B Gates of Terminal 3 at DXB.
The installation transforms a central pillar into a dynamic racetrack. A custom-built Lego race car is supported by illuminated elements and interactive buttons that trigger racing sound bites, immersing shoppers in a high-speed motorsport environment.
The centrepiece race car is inspired by the original Lego set 1631, released in 1990. Constructed from 67,432 Lego bricks, the model took 372 hours to build, weighs 78 kilograms and travelled 6,814 kilometres from Billund, Denmark to its new home at Dubai International.
A behind-the-scenes video tells the story of the entire build journey from concept to completion, offering travellers insight into the craftsmanship behind large-scale Lego creations.
The animation also supports continued demand for the Lego Formula 1 product range, among the store’s strongest-performing collections since launch, Lego said. The large-scale build acts as a focal point for racing fans, encouraging exploration of the wider F1-themed Lego assortment available in-store.
Operated by Lagardère Travel Retail, the 190sq m Lego store at DXB is designed to resemble oversized Lego bricks.
Alongside the race car installation, the store offers interactive experiences such as the Minifigure Scanner, which converts a hand scan into a personalised Lego Minifigure, and the Digibox, an augmented-reality screen that brings Lego sets to life.
Other large-scale Lego installations to feature within the space include a Dubai skyline mosaic constructed from 33,219 bricks, a 190cm-tall pilot built from 45,033 bricks and an F1-inspired race car made from 33,219 bricks that travellers can sit in for photo opportunities.
Lagardère Travel Retail UAE Vadim Motlik commented, “We are thrilled to unveil this one-of-a-kind race car installation, which reflects our continued commitment to elevating the airport retail experience through innovative and engaging concepts for travellers at DXB.
“Bringing the excitement of racing into the Lego store was a strategic decision that not only enhances the in-store experience but also supports the strong performance of the Lego Formula 1 range. Together with Lego Travel Retail, we remain focused on pushing the boundaries of what retailtainment can achieve in a global travel hub.”
Lego Group Key Account Manager, EMEA Travel Retail Rasmus Kaiholm Skov: “We are super excited about this new race car installation at the Lego Travel Store in DXB. It is truly an eye-catching and inspiring piece of art that will excite guests of all ages visiting the Lego store.
“A big thank you to the entire Lagardère Travel Retail UAE team for driving this together with our Lego Certified Professionals at BrickWorks; their ongoing creativity and commitment makes them frontrunners in bringing memorable customer experiences to life everyday”. ✈
