On June 24 2021, LEGO opened a new flagship store on 5th Avenue New York City. With 7,175 square feet (about 660 square meters) over two floors, the store offers a brand-new feature called Brick Lab, which turns physical LEGO builds into digital ones to become part of the interactive story. The experience is 20 minutes long, and fills the walls, floors and ceilings with animated interactive content which then the visitors can play in, using both physical and virtual builds. The LEGO Group aims to have this feature in 100 other flagship stores in the coming year.
