Bricks World opens Singapore's first Lego Certified Store

At Singapore’s first Lego Certified Store, shoppers can pick the bricks they want at the Pick-a-Brick wall. Associate engineer Kevin Lai (above) was one of the shoppers at the store’s opening. -- ST PHOTO: DIOS VINCOY JR
At Singapore’s first Lego Certified Store, shoppers can pick the bricks they want at the Pick-a-Brick wall. Associate engineer Kevin Lai (above) was one of the shoppers at the store’s opening. -- ST PHOTO: DIOS VINCOY JR
At Singapore’s first Lego Certified Store, shoppers can pick the bricks they want at the Pick-a-Brick wall. -- ST PHOTO: DIOS VINCOY JR
At Singapore’s first Lego Certified Store, shoppers can pick the bricks they want at the Pick-a-Brick wall. -- ST PHOTO: DIOS VINCOY JR
Singapore's first LEGO certified store opens at Suntec city on Saturday, Nov 29, 2014. -- ST PHOTO: DIOS VINCOY JR
Singapore's first LEGO certified store opens at Suntec city on Saturday, Nov 29, 2014. -- ST PHOTO: DIOS VINCOY JR
Customers at the LEGO certified store. -- ST PHOTO: DIOS VINCOY JR
Customers at the LEGO certified store. -- ST PHOTO: DIOS VINCOY JR
Singapore's first LEGO certified store opened on Saturday, Nov 29, 2014. -- ST PHOTO: DIOS VINCOY JR
Singapore's first LEGO certified store opened on Saturday, Nov 29, 2014. -- ST PHOTO: DIOS VINCOY JR
Shoppers at Singapore's first LEGO certified store. -- ST PHOTO: DIOS VINCOY JR
Shoppers at Singapore's first LEGO certified store. -- ST PHOTO: DIOS VINCOY JR
Customers line up to pay while kids look on at the Pick-A-Brick Wall. -- ST PHOTO: DIOS VINCOY JR
Customers line up to pay while kids look on at the Pick-A-Brick Wall. -- ST PHOTO: DIOS VINCOY JR

A snaking queue of about 100 people formed on the top floor of Suntec City Tower 3 last Saturday morning, but it was not related to the fan-dominated Running Man autograph session taking place downstairs.

Instead of South Korean variety TV show stars, they were queuing up for bricks and mini figures - waiting for the opening of Singapore's first Lego Certified Store.

Managed and operated by Bricks World, the oldest and largest Lego retailer here, the 79 sq m store is a partnership with the Danish-owned Lego Group. It takes over the existing premises of Bricks World at the mall.

Special features of the store include displays of fully assembled models and a Pick-a-Brick wall, with bricks of assorted colours stored in cylindrical canisters. Customers can select bricks a la carte by filling small ($19.90) and big cups ($34.90) to the brim.

The Pick-a-Brick feature has never been offered in Singapore. Fans who were previously looking for specific bricks to make custom sets had to travel to Legoland Malaysia in Johor or source online.

Ms Dan Luo, managing director of Lego Singapore, says: "We wanted to open the Lego Certified Store to enhance the whole Lego experience for the customers and fans here in Singapore."

She adds that they are looking to open more stores here soon.

Asia is Lego's fastest growing market in the world. There are existing Lego Certified Stores in Malaysia and Indonesia.

For the Singapore store, the Lego Group designers specially flew in from Denmark to ensure that the store design and retail experience meet brand guidelines.

The store plans to hold regular hands-on programmes for families and, from January next year, fans can look out for exclusive sets that will be released in Singapore at the same time as stores in the United States and Europe.

When Life! visited the Suntec store before it officially opened at 9am last Saturday, about 100 fans were already in the queue. Besides being the first few to enter the store, they were also hoping to get their hands on an exclusive miniature Lego Brand Retail New Store Opening set.

The set, which looks like a Lego store complete with a Pick-a-Brick wall, is given out during new store openings anywhere in the world and is not available for sale. Only 100 sets were given out during the opening weekend to customers who spent $100 and above.

First in line was civil servant Kevin Luo, 29, who had hung around Suntec from 3am in the wee hours of Saturday and joined the queue at 7am.

He has been collecting Lego sets for two decades, which are now worth about $30,000.

"I feel great that the store is opening because it shows that Lego recognises its Singapore fan base," he says, beaming.

Mr Luo was spotted walking out of the store within minutes, with a limited-edition Arkham Asylum Breakout set (now sold out), based on the DC Comics Batman universe. Of course, he also left with the exclusive retail store set.

Associate engineer Kevin Lai, 33, started collecting Lego this year after he caught The Lego Movie with his five-year-old son. He says he will make return visits to the store with his children - he also has a two-year-old daughter - and will buy exclusive sets.

Carrying his new purchases, he says: "I will definitely come back to the shop. It's in a good location. For a Lego fan, this is really quite a dream come true."

The Lego Certified Store is at Suntec City Mall, Tower 3, 03-364/5. Opening hours are from 10.30am to 9.30pm daily. Go to www.bricksworld.com or www.facebook.com/BricksWorld