LEGO Italy and its business partner Percassi will open their second Certified Store in Milano – the 25th in Italy – among the spine-tingling “brick” skyline of Piazza Gae Aulenti. A new 120-m2 (1,292-ft2) paradise, where to interact with the full assortment of the world’s most famous brick, will satiate the appetite of enthusiasts of all ages. Moreover, it will be a place to try new construction experiences thanks to the new LEGO Certified Store APP.
The fun starts from the very entrance of the store, featuring a beautiful 3D model of one of the emblems of Milan: the tram, a 2,050-brick creation made for the Fuorisalone event. Starting on 17 April, fans can also admire a 3D model of Bosco Verticale, one of Portanuova’s most iconic buildings, created by Riccardo Zangelmi, the only Italian LEGO Certified Professional. With its 32,000 LEGO elements and 6,000 flowers and plants, amounting to 34 kg (75 lbs.) and 90 hours of design and assembly, we are certain that it will become a new Instagram star.
Moving on just a few feet away from the store in front of the fountain in Piazza Gae Aulenti, visitors will find – from 13 to 26 April, 11 a.m.-7 p.m. – a one-of-a-kind immersive LEGO experience: a life-size replica of the LEGO Friends - Heartlake City Restaurant playset. They may access the giant installation free of charge upon prior booking through the Portanuova Milano App (access to 15-minute slots for a maximum of 8 people).
Another highlight will be the Pick a Brick Wall, where users may unleash their creativity and create customized minifigures with the Build a Mini tower.
Welcome to the new LEGO Certified Store of Milano Portanuova where, as Einstein once said: creativity is intelligence having fun.
A bit of LEGO history:
- Born in Denmark in 1932, LEGO is the world’s leading toy business – in terms of turnover – and its products are sold in over 140 countries worldwide.
- The name LEGO is an abbreviation of the two Danish words “LEg GOdt”, meaning “play well”.
- The legendary bricks were once called LEGO Mursten and made of a high-quality polymer called ABS (Acrylonitrile Butadiene Styrene), which gave them binding, brightness, and colour stability properties.
www.LEGO.com