LEGO Opens First Shipboard LEGO Store on German Cruise Ship


LEGO Stores fall roughly into several groups. There are the standalone branded stores in various locations around the world. There are LEGO Stores attached to larger LEGO venues like the LEGOLAND theme parks and smaller Discovery Centers. And then there are LEGO Stores at major travel destinations or hubs like airports. Recall the LEGO Store at Billund Airport’s departure lounge, with the limited exclusive LEGO Architecture set. One thing they have in common is that they’re for all intents and purposes built on solid ground. But what if there’s a new LEGO Store that isn’t?

Say hello to the first shipboard LEGO Store, as reported on by Brick Fanatics. New branded LEGO Stores have been slow in opening due to the pandemic. That however hasn’t stopped LEGO in Europe, where they launched a new store on a cruise ship. AIDAprima, flagship of the German-based AIDA Cruises line, opened its own LEGO Store last Saturday, September 25.

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LEGO Group Sales Director for Travel and Retail – Europe Annette Rosendahl presided over the momentous occasion. In a speech during the opening she described the new store as an intense brand experience for travellers on AIDAprima. At 75 square meters this shipboard LEGO Store is big enough to offer many things LEGO to passengers.

We probably know what you readers are thinking right now. This is not the LEGO ship news you’ve been expecting at all! Unfortunately there’s still no news about that long-rumored LEGO Creator Expert Titanic set. Sorry if we disappointed you, seeing that only travellers aboard the cruise ship AIDAprima could enjoy this LEGO Store. This ship embarks on a 7-day Baltic Sea tour, departing from Kiel all Saturdays until October 23. It will start up the Baltic tour again next year on April 2022, this time setting out from Hamburg.

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