Alceon Group today named Westfield Doncaster, Melbourne, as the location of its first Victorian LEGO® Certified Store. The new store will be situated in prime position at Westfield Doncaster and will provide a landmark new retail experience for brick enthusiasts. Scentre Group recently announced its $30 million redevelopment of Westfield Doncaster’s level two dining and entertainment precinct is now underway.
Richard Facioni, Executive Director, Alceon Group, said: “Victoria is home to one of the country’s largest LEGO fan communities and, as a result, a strategic priority for our growth. We look forward to unveiling a truly world-class retail experience at Westfield Doncaster, as the first of a number of LEGO Certified Stores planned for Melbourne.”
Scentre Group, Director Leasing and Retail Solutions, John Papagiannis, said “We are thrilled to welcome one of the world’s most loved brands, LEGO, to Westfield Doncaster and we know our customers will be too. This will mark the third LEGO Certified store within our Westfield portfolio, demonstrating the strength of our partnership. We look forward to working alongside the team at Alceon Group as they continue to grow their LEGO Certified store network across Australia and New Zealand.”
Melbourne’s new LEGO Certified Store will open in late 2019 as a custom-built, interactive retail space, including LEGO 3D brick models and mosaics inspired by local icons. The announcement follows news Alceon will open new stores in New South Wales, Queensland and New Zealand in 2019, with South Australia and Western Australia to open early in 2020.
“We’ve worked closely with The LEGO Group to create a retail experience that showcases the creativity, innovation and enduring appeal of the LEGO brand. We are delighted in the market response to date.” said Facioni
In March 2019 Alceon opened Sydney’s first LEGO Certified Store at Westfield Bondi Junction as part of a new partnership with The LEGO Group, with Alceon acquiring rights to open new LEGO Certified Stores across Australia and New Zealand.