Sandton City and The Great Yellow Brick Co are pleased to announce that South Africa’s very first standalone LEGO® Store will be launching on 28 July 2018, in Africa’s premier shopping centre.

Sandton City has become the destination through which international retailers wish to enter into the South African retail market and boasts many ‘first in the country’ brands with supreme flagship stores. The LEGO Certified Store is no different, it is the first on the African continent, and this sentiment further symbolizes the international recognition of both South Africa and Sandton City’s progressive retail markets.

The LEGO Certified Flagship Store in Sandton City was designed by The LEGO Group based in Denmark, in which an exclusive experiential playground will be unveiled, with close attention paid to igniting creativity and playfulness for customers and fans of all ages. The experiential and personal retail environment of the upcoming LEGO Certified Store complements current, global retail trends that include product personalization, augmented reality, and the popularity of carefully curated, and limited-edition product ranges.

“The LEGO Brand was named the world’s most powerful one in 2017 and holds relationships and a sense of fun and play at its core. We aligned perfectly with this philosophy and look forward to helping South Africans build anything they want to with LEGO bricks, over and over again,” says Robert Greenstein, co-founder of The Great Yellow Brick Co.

Over the past year, Sandton City has embarked on an exciting journey of transformation, by creating a playground for the whole family through their recently launched Fun District – an area dedicated to family fun, entertainment, and food. Sandton City has always offered a unique opportunity to amplify brands and experiences and the addition of LEGO Certified Flagship Store embodies the young-at-heart, playful, and innovative nature of Sandton City, the retail destination that is always ready to excite and engage its visitors.

Jonathan Sinden, Chief Operations Officer for Liberty Two Degrees, Sandton City’s co-owners, says, “Sandton City is the perfect location for the continent’s first LEGO Certified Flagship Store because families continue to look for more ways to spend time together and Sandton City’s new family fun offering adds another exciting dimension to the centre. Sandton City’s evolving tenant mix is in line with the global trends of premium international retail centres, and a LEGO Certified Store aligns well with Liberty Two Degrees’ strategy of bringing global experiences to its existing clients, and to South Africa alike by creating places of difference in our malls.”

Defining the Sandton skyline, and boasting some of the most exclusive retail and leisure experiences in Africa, Sandton City have firmly established themselves as leaders in innovation, fashion, and entertainment. Liberty Group Limited, Liberty Two Degrees and Pareto Limited’s strategy of world-class retail reinvention and revolution sees no limits with Sandton City. The LEGO® Store has an ideal location in the centre and complements Sandton City’s existing experiential store, and family fun offerings.


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