Lego has just opened its first flagship store in Spain in Barcelona. It is located on Passeig de Gràcia, near Plaça Catalunya, in the premises previously occupied by the clothing chain Kiabi. It will be the establishment with the greatest diversity of products in the entire country and will include exclusive toys that can only be found there physically, such as a box with pieces that allow recreating the Camp Nou.
With an area of more than 800 square meters, the new store, the third in Barcelona, has led to the creation of 36 jobs. The company has not wanted to communicate the investment involved in the opening.
For Lego's senior marketing director for Spain, France, and Portugal, Fernando Nasuti-Wood, this new store in the Catalan capital reinforces their commitment to the Spanish market, which now reaches seven establishments, distributed between Barcelona, Madrid, Seville, and Zaragoza. "We want to continue betting on the Spanish market," emphasizes Nasuti-Wood. In Barcelona, in addition to the one on Passeig de Gràcia, there are stores in L'Illa Diagonal and La Maquinista.
To pay homage to the city that hosts it, elements inspired by Antoni Gaudí have been included. The trencadís is a constant in the store's decoration, which has two mascots, Antoni and Drago, inspired by the dragon in Park Güell. There is also a replica of the Sagrada Família, made with more than 200,000 pieces.
The Danish multinational Lego has wanted to incorporate interactive and digital elements into this establishment, which can only be found in two other stores out of the more than 700 it has worldwide ---New York and Guangzhou (China)---. Specifically, the Catalan store has a photo booth that transforms a photograph into a Lego mosaic in a few minutes, composed of more than 4,500 pieces to build at home. There is also a figure factory, which allows designing and personalizing them digitally and then printing them in the same establishment.