The Gateway Theatre of Shopping is now home to the first Lego Certified Store in KwaZulu-Natal.
This is the fourth Lego Certified Store in the country; following the launch of stores in Sandton City in Johannesburg, Menlyn Park Shopping Centre in Pretoria and Canal Walk Shopping Centre in Cape Town.
Playfulness and creative experiences
The new store includes all the signature features of a Lego Certified Store, like the Pick a Brick Wall that allows one to build a Lego creation by filling a set priced cup with an assortment of bricks and elements. There’s also the Build a Minifigure station, special build areas to unleash creativity, and an augmented reality screen – simply stand in front of the screen to visualise the contents of the box sets in 3D before purchasing them.
“Lego Certified Stores stock an extensive range of sets, not to mention a range of exciting installations and experiences, many of which cannot be found at independent toy retailers and stores elsewhere in South Africa,” says Robert Greenstein, co-founder of the Great Yellow Brick Company and South African licence-holder of the Lego Certified Store concept.
“This is what makes the Lego stores unique, and a long-awaited arrival for true Lego aficionados of all ages.”
To celebrate the essence of Durban, a locally-themed mosaic by The Lego Group and 3D model of the Umhlanga Lighthouse – designed and built using Lego bricks by a fan exclusively for the Gateway store – were also unveiled at the store launch.
“Along with the signature Lego Certified Store features, every store has something unique to wow and dazzle fans from every city,” says Kristian Imhof, country manager for The Lego Group in South Africa.
Lego Certified Stores are designed by The Lego Group, following international Lego store fit-out and experience guidelines to maintain its focus on playfulness and creative experiences over the ‘conventional’ retail experience.