Flagship opening Amsterdam

LEGO Group

In November 2019, LEGO® opened its first flagship store in the Benelux, in the heart of Amsterdam.
To excite people to visit the new store and drive traffic to the store during the opening weekend, we created
a cross-channel activation campaign addressing both international tourists and locals.

Earning attention with LEGO art

Earning attention with LEGO art

The Museumplein, one of the most visited places in Amsterdam, served
as the perfect location for a big outdoor stunt; a LEGO exposition honoring
famous Dutch painters by recreating some of their most famous work in
LEGO bricks. The expo did not only reach millions of tourists and locals,
it also served as a photo opportunity, inviting passer-by's to share their
pictures which expanded the reach to a worldwide audience.

Taking over the city with OOH

Taking over the
city with OOH

We took over Amsterdam's city centre with colourful LEGO trams,
massive OOH billboards and digital screens showing a countdown to the opening day.

Amplifying with a Digital campaign

Amplifying with a digital campaign

The entire offline campaign was supported with a digital & social campaign
containing teasers and sneak peeks to raise curiosity on the store interior,
exclusive store offers and influencer interviews.

4h waiting queue to visit the store

4h waiting queue
to visit the store

Did we succeed in eventizing the grand opening? Damn right we did!
LEGO fans were queueing for hours, to ensure they were amongst the first
to visit the new store. All this made the opening weekend a big hit,
exceeding expectations both in number of visitors and sales.

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