LEGO opens largest SEA store in Jakarta

The LEGO Group is opening the largest LEGO Store in Southeast Asia in Senayan City Mall in Jakarta as it aims strengthen its presence in Indonesia. The new 365 square metre store will feature unique and immersive LEGO experiences such as Southeast Asia’s first LEGO Minifigure Factory, which allows shoppers to create customised LEGO minifigures.

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It is also home to one-of-a-kind 3D LEGO brick models of iconic Indonesian landmarks such as the National Monument and the Jakarta Bus along with a three-metre-tall mosaic wall of the historical Selamat Datang Monument.

“We see potential in this dynamic, growing market and are looking forward to strengthening our presence, reaching more children, and inspiring the builders of tomorrow,” said Claus Kristensen, LEGO Group’s senior vice president of Asia Pacific.

“We have been present in Indonesia for over 10 years through distribution and manufacturing partners and appreciate the strong support shown for our brand and our business,” added Kristensen.

In tandem, the company will also donate US$1 million to support children’s development, a new service office in Jakarta to support its local business along with plans to open five additional stores across the country.

The donation will support organisations that The LEGO Group has existing partnerships with such as SOS Children Village, Save the Children Indonesia, Plan Indonesia, and Ludere Nusantara Gemilang.

“By growing the network of LEGO stores across the country we will give more children an opportunity to access LEGO play and enjoy fantastic brand experiences while providing local employment opportunities through our retail partners,” also explained Kristensen.

News of the group’s expansion comes in the wake of its refreshed brand identity to build a more consistent design experience for its audience launched last month.

Beyond its iconic logo, it has created a new set of design elements to bring the joy and pride of building and creating to life in a new way. The rebrand consists of cohesive design language, refreshed assets and architecture.

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