Lego store coming to Westfield Doncaster

Lego fans are in for a treat, with an amazing new retail experience on offer at a custom-built store opening at Westfield Doncaster. It’s the first of a number of new Lego-certified stores set to open across Melbourne.

Brothers Fabian and Massimo love playing at Chadstone’s Legoland. Picture: David Caird

Lego fans rejoice: a new store is opening at Westfield Doncaster.

It will open later this year thanks to a partnership between the Danish brand and Australian investment company Alceon Group.

The store will be a custom-built, interactive retail space, including Lego 3D brick models and mosaics inspired by Melbourne landmarks.

The new store will be situated in a prime position at Westfield, with an amazing new retail experience promised for brick enthusiasts.

Alceon executive director Richard Facioni said Victoria was home to one of the country’s largest Lego fan communities.

Best friends Jordan and Miller competed on Channel 9’s Lego Masters. Picture: Jake Nowakowski

“We look forward to unveiling a truly world-class retail experience at Westfield, as the first of a number of Lego-certified stores planned for Melbourne,” he said.

“We’ve worked closely with the Lego Group to create a retail experience that showcases the creativity, innovation and enduring appeal of the brand.”

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Scentre Group spokesman John Papagiannis welcomed the new store.

“We are thrilled to welcome one of the world’s most loved brands, Lego, to Westfield Doncaster and we know our customers will be too,” Mr Papagiannis said.

“This will mark the third Lego-certified store within our Westfield portfolio, demonstrating the strength of our partnership.”

In March 2019 Alceon opened Sydney’s first Lego certified store as part of a new partnership with the Lego Group, with Alceon acquiring rights to open new Lego certified stores across Australia and New Zealand.

There are also plans for Alceon Group to open new Lego stores in New South Wales, Queensland and New Zealand in 2019, with South Australia and Western Australia to open early in 2020.

The new store is the latest in a string of coups for Westfield Doncaster.

Westfield announced last August international beauty retailer Sephora would open its doors at the centre.

Sunglasses manufacturer Ray Ban soon followed suit, with high-end Belgian chocolatier Godiva launching at the complex last October.

Earlier this year TK Maxx joined in the fun opening its 50th Australian store at Westfield.