March 11 2024  |  Retailers

Lagardère Travel Retail opens LEGO and Discover stores at London Luton Airport

By Laura Shirk

LEGO claims a bold new presence at London Luton Airport

Lagardère Travel Retail UK & Ireland has expanded its presence at London Luton Airport with the opening of two new Travel Essentials stores: LEGO and Discover London, a premium souvenir and gifting store.

The new openings mark a “significant development” in the company’s continued partnership with the airport, 18 years after the company opened its first Aelia Duty Free store at London Luton. The two new stores will complement Lagardère Travel Retail’s existing portfolio of five duty free and foodservice stores at London Luton Airport.

The LEGO space is the first LEGO standalone store in Bedfordshire, offering travelers an immersive and playful shopping experience. The LEGO store will feature an extensive selection of the brand’s sets encompassing various themes, including exclusive boxes that can only be found in LEGO branded stores. Inside the store, a fun and interactive experience has been developed where shoppers can scan LEGO sets to preview how the 3D models will look once built. According to Lagardère Travel Retail, this immersive encounter promises to captivate curious children and adults alike, ensuring a memorable visit to London Luton Airport.

Discover London features partnerships with several well-known brands including Fortnum & Mason

Discover London is a proprietary developed by Lagardère Travel Retail. This unique and premium souvenir and gifting store offers travelers an experiential playground, elevating the customer shopping experience with a strong sense of place which highlights multi-category gifts and souvenirs.

This immersion into London’s diverse features is amplified by a selection of local delicacies, craft beers and liquor brands, jewelry and creative souvenirs featuring new brand partnerships exclusively available at Discover London, including Tinker Tailor Ltd, Stolenform, Brick Sixty Limited, and Little Miss London Ltd alongside London favorites such as Fortnum & Mason and Whittard’s.

Marion Engelhard, CEO Lagardère Travel Retail UK & Ireland, said, “We are extremely excited about this new opportunity at London Luton Airport and look forward to welcoming shoppers of all ages to this new store brimming with awesome products and fun features for the whole family. A store full of bright colors, cool models, surprises, engaged store personnel, selfie opportunities and interactive experiences. It is never too late to start playing so come by and have fun with us.”

Jonathan Rayner, Chief Commercial Officer at London Luton Airport, added. “We cannot wait for our passengers to enjoy these two exciting and interactive brands which are a great fit with the simple and friendly passenger experience we offer.” He said the store openings follow the openings of a range of bold, innovative, and engaging shops and restaurants at London Luton Airport this summer, “providing even greater choice for our passengers and signifying a landmark moment in our long and successful partnership with Lagardère”.

Annette Rosendahl, Head of Travel Retail Expansion at LEGO, commented, “We are excited to open the fourth LEGO airport store in the UK with our partner Lagardère Travel Retail and look forward to offering the LEGO store experience in London Luton Airport. Our mission is to inspire and develop the LEGO builders of tomorrow and this large LEGO store invites all passengers in the airport to engage with our brand, spark creativity and imagination, and create fun and memorable experiences.”

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