Kuwait welcomes first LEGO concept store   


LEGO Certified Stores has opened its first concept store in Kuwait.  

Located in The Avenues Mall, the store – operated in the Middle East by retail developer Majid Al Futtaim and LEGO Group – was inaugurated with a ribbon-cutting ceremony on April 24.  

Adopting a ‘retailainment’ concept, the LEGO store targets shoppers by giving them opportunities to experiment at its ‘Build Your Own Minifigures’ station.   

“With this LEGO Certified Store, we are evolving our retail offering to strengthen brand love and create memorable experiences people will talk about long after they leave,” said Jeroen Beijer, general manager of the LEGO Group’s Middle East and Africa division.  

“Kuwait is a key market for our operations and with the new launch, we hope to offer new and engaging memories for the growing community of fans here.  

“We aim to inspire and develop the builders of tomorrow in all of our LEGO stores through creative play and interactions, with this new LEGO store format having taken two years to design and perfect for an elevated shopping experience,” Mr Beijer said.  

The store houses a replication of Kuwait’s national landmark, the Kuwait Towers.  

The three twin towers took 110 hours of labour and 21,591 brick pieces to complete.  

Visitors can use a LEGO magnifying glass to view the piece in greater detail.  

“This new LEGO Certified store in The Avenues Mall offers a glimpse into a seamless unified retail space of physical and digital experiences,” said Fahad Ghanim, CEO of Majid Al Futtaim’s lifestyle division.  

“Our focus is on expansion of these concept stores across the region with innovation, digital transformation and personalization in collaboration with the LEGO Group to launch world-class brand encounters for our LEGO enthusiast and create more great moments for all,” Mr Ghanim said.