In 2019 a unique new store opened on the most famous shopping street of the Netherlands, the Kalverstraat in Amsterdam. After the international cities London, New York, Paris and Shanghai, LEGO selected Amsterdam to open a flagship store. What the store was going to look like? It remained top secret. It was announced, however, that this Amsterdam store would get its own look and feel: fans would be offered an interactive experience, inspired by the Dutch culture, icons and innovations. Something the entire country just had to know. And that’s why LEGO asked us to draw attention to the large, festive opening on 29 November.
The idea: a communication path to follow during the months before the opening, with as many teasers as possible. It all started with the distribution of a press release, in which we announced the opening of the store. It was a success: multiple national media published the news. Next, more teasers followed. For one of them we let ourselves be inspired by the centuries old Dutch art of painting, which is specific for the Amsterdam LEGO store as well. Several well-known sixteenth century Dutch paintings are featured in the store, including Marten and Oopjen by Rembrandt. LEGO also created two life-sized LEGO versions of the couple. With only a week to go until the opening, we made sure the target group became even more curious by driving the LEGO couple around Amsterdam in a mobile showroom. Het Parool published a great article about it.
And then there was opening day. Before the general public was welcomed into the store, we first invited lifestyle, kids and news media for an exclusive tour. Thirty journalists received a personal explanation by the LEGO builders and they were given the opportunity to find the perfect spot to take a picture, while the Kalverstraat had already filled up with impatient LEGO fans. We offered the news media the opportunity to talk to Claus Flyger Pestrup, Executive Vice President LEGO Retail, and Victor Saeijs, director LEGO Europe, for some background stories. The result: an extensive story in Metro including a teaser on the front page. And NOS, AD, NU Junior, JM Ouders, De Telegraaf and NH nieuws also paid attention to the opening of the flagship store.
We also made sure to include mommy influencers in our communication strategy – the best way to reach mothers of young LEGO fans. But they have different needs from the media, which is why we organized something completely different for them. The day after the opening, we welcomed 25 of these influencers and their children for an exclusive morning in the store. Because the store was closed for the general public, they had all the time in the world to make their own personalized LEGO minifigure, take a picture in the LEGO carrier cycle and sail the LEGO canals in a LEGO boat. Armed with a fun experience and sizeable goodie bag, the guests eventually returned home. The social media posts and Instagram Stories that were published after this morning resulted in a total reach of 1,269,308 views. Add this to the media attention and we can definitely state we realized LEGO’s store opening goal!