Milanese people queue in the rain for the opening of the new Lego certified store in via Dante. The store, the twenty-sixth in Italy, was inaugurated on Friday March 29 in collaboration with the Percassi group. Inside are all new sets and collections of building bricks, including two gigantic mosaics replicating Sforza Castle and a glimpse of Via Dante. Additionally, on the occasion of the Easter holidays, Lego has created special gifts for everyone who scans the QR code affixed to a giant Easter egg made (strictly from Lego bricks) in Piazza Cordusio.
“We are happy to open the third Lego certified store in Milan, thus extending our presence in Italy to 26 stores – explains Rossana Mastrosimini, director of the LEGO Certified Stores West Europe chain -. This new opening allows us to get even closer families, LEGO fans and tourists in the city of Milan. We continue to innovate in the in-store experience to meet the needs of all our consumers, from the smallest to the largest, with the new retail concept that mixes the digital and physical elements to discover all its surprises from the end of March”.