Let's go to the new Lego store

The exclusive miniature Lego Brand Retail New Store Opening (3300003) set. -- PHOTO: LEGO SINGAPORE
The exclusive miniature Lego Brand Retail New Store Opening (3300003) set. -- PHOTO: LEGO SINGAPORE
Singapore's first unique PICK-A-BRICK Wall at the new Lego Certified Store. -- PHOTO: LEGO SINGAPORE
Singapore's first unique PICK-A-BRICK Wall at the new Lego Certified Store. -- PHOTO: LEGO SINGAPORE
Singapore's first-ever Lego Certified Store welcoming its first customers. -- PHOTO: LEGO SINGAPORE
Singapore's first-ever Lego Certified Store welcoming its first customers. -- PHOTO: LEGO SINGAPORE
Singapore's first-ever Lego Certified Store. -- PHOTO: LEGO SINGAPORE
Singapore's first-ever Lego Certified Store. -- PHOTO: LEGO SINGAPORE

It is a happy day for Lego fans today as the first Lego Certified Store was opened this morning at Suntec City Mall.

Managed by Bricks World, the oldest and largest Lego retailer here, the store is a partnership with the Danish-owned Lego Group. The 79sqm store takes over the existing premises of Bricks World at Tower 3 of the mall.

When Life! visited the store during the opening, about 100 fans were already in the queue to be 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, which is only given out whenever new Lego stores open anywhere in the world, and is not available for sale. Only the first 50 customers who spend $100 and above can receive the set, which looks like the set-up of a typical Lego store.

By 11.20am, all 50 sets had been claimed, but fans can try again tomorrow when another 50 exclusive sets will be given out from 10.30am onwards.

First in the snaking queue was civil servant Kevin Luo, 29, who had hung around Suntec from 3am last night and joined the queue at 7am. For two decades, he has been collecting Lego sets, now worth about $30,000.

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

Mr Luo was spotted walking out of the store within minutes, with an Arkham Asylum Breakout set, based on the DC Comics Batman universe. Of course, he also left with the exclusive retail store set.

Says Ms Dan Luo, managing director of Lego Singapore: "We are very happy and excited. 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.

The Lego Group designers specially flew in from Denmark to ensure that the store design meets brand guidelines.

Special features of the store include displays of fully assembled models and a Pick-a-Brick wall, which allows customers to select bricks a la carte by filling small ($19.90) and big cups ($34.90) to the brim.

This feature has never been offered in Singapore, and fans who were previously looking for specific bricks had to travel to Legoland Malaysia in Johor or source for it online.

With this new store, exclusive sets will be released in Singapore at the same time as in the US and Europe from January next year.

Lego Certified Store

Where: Suntec City Mall, Tower 3, #03-364/5

Opening Hours: Monday to Sunday, 10.30am to 9.30pm

Info: www.bricksworld.com or www.facebook.com/BricksWorld