SNE Creations

Why Lego?

Lego focuses on promoting a distinct sense of belonging by celebrating differences and fostering a culture of authenticity, inclusivity, and invigorating play. LEGO has cemented their position as one of the strongest brands in the world by continuously researching ways they can appeal to everyone by travelling all over the world and watching how different people play (LEGO, 2023)

The LEGO brand’s iconic brick design and the world of construction collide in this new flagship concept LEGO store located in the Gateway: Theatre of Shopping Complex in Umhlanga. This LEGO Flagship store is the first of its kind in Africa and is inspired by the highly experiential LEGOland franchise.

Each element in the store has been designed around the concept of a LEGO construction site starting at the facade depicting the LEGO Man breaking through a glass and brick wall. This store has different areas to appeal to LEGO customers of different ages from a Soft Play Zone for toddlers, vertical climbing wall and workshops for older kids to building complex famous building architecture replicas for adults. 

This design creates an experience for customers that is focused on inclusivity, creativity and using ones imagination which is what the LEGO brand is all about.