The Lego Group has expanded its presence in the Kingdom by opening a new flagship store in Riyadh Park Mall. The store will be operated by local franchisee Kamal Osman Jamjoom Group.
What distinguishes the new store from others is the availability of unique build, a feature which exists in very few Lego stores worldwide. These include: A Mosaic Maker photo booth — which enables anyone to get their photo printed and then built with Lego bricks; a massive minifigure scanner in the front shop window; a three-dimensional model of the Riyadh skyline at a height of 2.5 meters; and a one-of-a-kind Salwa Palace mosaic built in cooperation with Diriyah Gate Development Authority.
Jerry Inzerillo, CEO of Diriyah Gate Development Authority, said: “We are incredibly honored to be collaborating with Lego, a brand of such iconic heritage, partnering together in celebration of Riyadh’s first Lego store opening this week. Our unique UNESCO World Heritage Site At-Turaif is going to be depicted as a mosaic in the store for the people of Diriyah and Riyadh to see our jewel of the Kingdom in Lego form for the first time. As Lego continues to provide the building blocks to educate and inspire children and adults worldwide, we too at DGDA are shaping the building blocks of Saudi Arabia’s past to help create the Kingdom’s future, reimagining and recreating the historic stories of Diriyah to inspire local and global audiences today.”
The store will carry all Lego lines including all the exclusives, which can only be found at Lego Certified Stores, such as the Lego Technic Lamborghini Sián FKP 37, Lego Super Mario Nintendo Entertainment System, Lego Ideas Grand Piano and more.
Jeroen Beijer, general manager, Lego for Middle East and Africa, said: “We are very excited about opening up our first Lego store in the capital city of Riyadh. The store will feature several amazing brick elements that pay tribute to the rich Saudi Arabian culture and heritage. It will also feature lots of fun and interactive elements for kids of all ages to explore and interact with. The opening in Riyadh Park Mall is another step on our journey to expose more Saudi children and families to the fun and learning benefits of Lego play and we will continue to invest in more stores in major cities across the Kingdom of Saudi Arabia in the future.”
Hisham Al-Hamoudi, CEO of Kamal Osman Jamjoom Group, said the new store actively encourages children to discover their artistic potential and includes many interactive stations that allow children and their families to play and interact with each other.