In the begining of 2000 Lego, the danish toy brand realized that they were loosing a lot’s of relevance. That was when they asked consultancy design agency FITCH to redesign their shops. The result is a playfull atmosphere where clients can experiment, build and keep close to the brand.
The main idea was to recreate a lounge in the midle of the store to encourage people to play. You can pick any product, open the box, play with it, and build it.
You can buy legos like sweets. You can get a scoop, a paper bag, and then weight it and take it home
When you build your product you can put it in the window display, go home and tell your friends that your product is in the window… a fantastic idea!