A new Minifigure Creator, digital experience and a park for younger guests will be part of the next-generation Lego Discovery Center in Atlanta.
The center inside Phipps Plaza is set to undergo a $5 million renovation.
The new immersive experience is designed to allow more family learning-through-play activities, and will also include a new team of specialist Playmakers and Master Model Builders, who will continue to inspire guests through fun, interactive LEGO Creative Workshops.
“We are excited to partner with Merlin Entertainments on the development of the new LEGO Discovery Center in the U.S., which will immerse the whole family in the world of LEGO play,” Julia Goldin, Chief Product and Marketing Officer at The LEGO Group, said. “By creating this highly interactive indoor LEGO experience, we will give families a place to play, explore, create and have fun together. Working closely with Merlin Entertainments and their expertise in the location-based entertainment sector, we hope to spark curiosity, creativity and imagination for the builders of tomorrow.”
The new Minifigure Creator is an experience where guests can build a custom companion for their trip to the Lego Discovery Center. A new state-of-the-art LEGO Space digital experience offers children and families an opportunity to build their very own space rocket out of Lego bricks and launch it into cyberspace. A new DUPLO Park is being added for younger guests and their families to learn and play together. A Build Adventures area is also part of the renovation, where family’s imaginations run wild and their creative skills are put to the test.
“We are delighted that our partnership with the LEGO Group continues to deliver such fantastic opportunities for our customers, especially in the USA,” Scott Maupin, Divisional Director at Merlin Entertainments, said. “By working together to design and build this next generation of the LEGO Discovery Centers, we can cater to even more families looking for the ultimate LEGO morning or afternoon of indoor activity, which the whole family can enjoy together.”
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The Atlanta attraction is open now through Sept. 5. At that time, it will close for the renovations. It’s expected to reopen in the spring. The Lego store will remain open during the renovation.
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