“We are focusing on the physical gaming experience, before artificial intelligence we are developing human intelligence. For us, before AI we want to convey a strong component of human intelligence.” He opened the 26th Italian LEGO Certified Store in Milan.
With a sales area of over 115 m2, the store is located in via Dante 4, a few hundred meters from the other store in San Babila, and represents the last frontier of the LEGO retail experience, designed to mix physical bricks and digital content.
A strategy strongly desired by Niels B. Christiansen, the CEO who took over at Lego in 2017 and who has contributed to the rise of the Billund company in recent years, opening up to digital and focusing on physical stores with his own brand.
by Daniele Alberti