Lego is opening its biggest New Zealand store, a 275sqm retail space featuring interactive zones focused on creativity and play.

Located at Auckland’s Sylvia Park Shopping Centre, visitors can explore a wide range of Lego sets alongside interactive experiences, including hands-on play zones, a Pick a Brick wall, and a Build a Minifigure station where customers can create customised characters.

The Sylvia Park location also features several locally inspired installations, including a large-scale Auckland Harbour mosaic built using 24,554 bricks in 141 hours, and a custom 3D model of the boat “Sylvia”, made from 17,572 bricks and completed in 124 hours.

Additional features include dedicated building zones, specialist staff offering personalised assistance and workshops, and improved in-store navigation designed to help shoppers discover products based on their interests.

“Our second store in Auckland marks an exciting milestone in our continued growth across the region,” said Matthew Robertson, MD of licensed brands at Alquemie Group.

“We’re thrilled to bring an interactive Lego retail experience to Sylvia Park and create a destination where brick fans of all ages can explore, imagine, and build together.”

Founded in 1932, The Lego Group continues to expand its certified store footprint across the region through its partnership with Alquemie Group.

• Further reading: Lush opens ‘immersive’ Sylvia Park flagship.