The new store will offer an extensive range of Lego products and interactive experiences for fans of all ages. Russell Banham, UK Head at Commerz Real, shared that “This is great news, not only for Lego fans, but for the wider retail landscape in Northern Ireland”.

Lego enthusiast can look forward to exciting features such as ‘Pick a Brick Wall’, where customers can hand-select specific pieces for their creations. The store will also host free monthly build challenges and events, along with a ‘Build a Minifigure Tower,’ allowing visitors to mix and match Lego minifigure parts, including tops, bottoms, heads, hairpieces, and accessories.

Shweta Munshi, Vice President Marketing at the Lego Group stated, “We are delighted to expand the Lego Retail store portfolio by opening the first Lego store in Northern Ireland. After a thorough search, we have found the perfect site in Victoria Square, Belfast. In the heart of the city, the new store will allow builders of all ages to be inspired by the endless play opportunities the Lego Group has to offer”.

The vice president also explained that “This store will be a top retail destination for product launches and events, while acting as a hub for our Lego community and new builders alike”.

Victoria Square is part of Commerz Real’s Hausinvest real estate fund. Russell Banham further shared that, “The Lego Group is one of the world’s most recognisable brands and we are really excited that they have chosen to establish their first flagship store in Victoria Square”. The store will be the UK’s 21st Lego location, creating several new jobs, with recruitment already underway.