HOW LEGO BUILDS UNIQUE STORE EXPERIENCES

Summary from the TLDR Marketing newsletter

Lego's in-store personalization studio replaces standard shelves with interactive spaces where customers design custom Minifigures. By treating physical retail as a media channel, Lego turns stores into immersive experiences, from holiday-themed displays to digital workshops. The company is also leveraging its employees for live streaming, connecting online and in-person shopping.