The newly opened Lego store in Gurugram is much more than a toy shop, it’s a vibrant celebration of creativity that welcomes builders of all ages. As Lego’s first certified store in India, it promises an immersive experience that goes beyond the colourful bricks kids know and love, offering a dedicated space where adult fans and collectors can indulge their passion too. With a thoughtful blend of global design elements and uniquely Indian touches, this flagship marks a bold new chapter for Lego in India’s fast-growing market.
“The Gurugram store is the closest to delivering the most authentic experience for a Lego fan in India,” Bhavana Mandon, Country Manager for the Lego Group in India, said, ahead of the opening of its first certified store in the country on Friday.
The Largest Lego Store in South Asia Finds Home in Gurugram
Situated in Ambience Mall, just a stone’s throw from Delhi’s Indira Gandhi International Airport, the new Gurugram Lego store sprawls across 4,500 square feet, making it the largest Lego store in South Asia. This isn’t a random choice. “We looked at a few cities before we came in, and we felt there was a very strong audience connection in Gurugram,” Mandon said when asked why Lego picked this city for its Indian debut. “We found the right location, where the audience could come in, and it matched the kind of store and experience we wanted to offer.” She was clear that Lego didn’t want to settle for a partial or half-hearted effort: “I think it was just about getting it right with the store.”
Drawing inspiration from flagship LEGO stores worldwide, the Gurugram location boasts features like the iconic pick-a-brick wall, a build-a-minifigure station, and interactive play tables, elements that resonate with LEGO enthusiasts globally. Yet, the store stands out by celebrating Indian culture in its design. Visitors will find a striking 3D model of a cricketer and a massive mosaic of India Gate constructed from 74,000 bricks, infusing a unique local flavour into this international brand.
Bringing the LEGO Experience to Indian Fans
Though Indian consumers have been purchasing Lego sets for years through online platforms or while travelling abroad, the absence of a dedicated physical store has left a gap in truly experiencing the brand. “Although we have a strong online business, we are never able to deliver the kind of experience that a physical store offers,” Mandon explained. “The India store will be the first time customers can walk in and build a Lego set on their own, which is exactly the experience we hope to bring to kids.”
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The store promises to be a haven for variety, stocking over 250 exclusive sets that are not available elsewhere in India. “A lot of parents ask us, ‘What’s different about Lego bricks?’ I think once you visit the store, you will see the full range and understand the appeal. For example, if your child loves vehicles, we have an entire collection focused on that. If they are into fantasy, there is a whole range available for that too. Until now, there wasn’t a place to showcase the breadth of our portfolio to parents. With this store, we aim to finally do that,” Mandon added.
Lego for Adults
While children have traditionally been Lego’s primary audience, the company acknowledges a thriving community of adult fans who are redefining what it means to play with bricks. Adults have become a significant part of Lego’s growth story, both globally and in India. “We definitely believe there is a lot of value in play for adults. Across the globe, we are seeing this audience grow, as more adults seek meaningful distractions from work. This kind of distraction actually helps them focus better,” Mandon said.
This trend predates the pandemic but was accelerated as many adults rediscovered Lego as a nostalgic and therapeutic hobby. For these ‘kidults,’ Lego offers a creative outlet free from pressure, tapping into a magical experience of self-expression. Reflecting this shift, the Gurugram store dedicates a large section exclusively for adults, with “18+” labelling that clearly marks sets designed specifically for grown-up builders. “The adult section is for those who are into cars and vehicles, botanicals for people who enjoy building flowers, or those who like building fantasy worlds and castles,” Mandon explained. “From a portfolio perspective, we have tried to represent all kinds of passions that adults have.”
A Range That Fits Every Budget
The Lego store caters to a broad audience with price points ranging from ₹349 for entry-level kits to as high as ₹80,000 for premium collector’s editions. “We have tried to maintain a well-represented portfolio across low, medium, and high price points,” Mandon said. “There are kids who have never built with Lego bricks or just want to experience the product for the first time. So, we are trying to give them the opportunity to test and explore building.”
More Than Bricks, A Community Space
The vision for the Gurugram store goes beyond retail. “The idea behind the Lego store is to create a ‘fun’ space where kids can come with their families and adults can spend time as well,” Mandon said. “There are kids who can build but cannot tell stories, and there are kids who can tell stories but cannot build. We want to welcome all of them through the store.”
Lego plans to roll out various engaging activities, including workshops and collaborative build sessions, aiming to foster a sense of community among fans of all ages. This is a space designed for learning, sharing, and growing one’s passion for creativity brick by brick.
What About Collaborations?
While Lego has active partnerships with major brands like Nintendo globally, Mandon clarified that Lego-Nintendo sets will not be available in India for now. “Such partnerships are often country-specific,” she said. However, the brand’s expanding global alliances leave the door open for future releases.
With its first certified store in India, Lego is setting a new standard in experiential retail for the country’s toy and hobby market. From intricate cultural mosaics to sections dedicated to adult enthusiasts, the Gurugram store proves that Lego isn’t just a pastime for kids, it’s a lifelong journey of imagination and creativity.