The LEGO Group announces its first store in East Anglia is to open this Autumn

• The LEGO Group has announced the opening of a new store in the UK – at Chantry Place, Norwich 
• Creating unforgettable immersive experiences through hands-on play opportunities, the LEGO® Store will feature interactive experiences and a wide range of LEGO products.
• Whether visitors are picking out a gift, looking for the latest set or bringing a LEGO fan in for a special treat, friendly Store Associates will be on hand to help find the perfect LEGO set.

The LEGO Group has confirmed plans to open a new store at Chantry Place in Norwich, the group’s 24^th store in the UK. The new 266 m²   LEGO® Store will be home to unforgettable immersive experiences, expert guidance from Store Associates, plus access to exclusive in-store offerings.

Designed to inspire creativity through play, the new LEGO Store will feature a range of interactive experiences such as:

• Unforgettable immersive experiences – including Pick-a-Brick Wall and Build-a-Minifigure Tower.  
• Exclusive products – the LEGO Store Norwich will be home to a large range of LEGO products including many exclusives including the 
• Rewarding offers – shoppers at the new store will also have the opportunity to collect LEGO Insiders loyalty programme points which can be used for discounts on future purchases or exclusive member offers. 
• Local recruitment – later this summer the store will be recruiting for Store Associates, who will be at the heart of making the shopping experience fun for all shoppers.   

Shweta Munshi, Vice President Marketing, LEGO Retail at the LEGO Group, said: “We are delighted to expand the LEGO Retail store portfolio by opening our 23^rd store in the UK and our first in East Anglia.  We have found the perfect site at Chantry Place, and the new store will allow builders of all ages to be inspired by the endless play opportunities LEGO building has to offer. This store will be a top destination for product launches and events, while acting as a hub for our LEGO community and new builders alike.”

Jo Bates, General Manager at Chantry Place, commented:  The LEGO Group is a truly timeless brand that inspires creativity across all generations, so we’re thrilled to welcome a new LEGO Store to Chantry Place. Whether you’re a casual builder or a dedicated collector, the store will offer an engaging experience unlike anything currently available in the region. We’re excited to see the final result come to life, and we’re confident that visitors from Norwich and across the East of England will embrace it wholeheartedly.”

The new LEGO Store takes the total number of stores in the UK up to 24 including in Westgate Oxford which opened last week, Victoria Square in Belfast and Trafford Centre in Manchester and demonstrates the LEGO Group’s commitment to physical retail and immersive brand experiences.