Lego Store Flatiron District Opens on Fifth Avenue

According to Kristin Greene, Lego’s public relations representative, the new store—which is serendipitously located in the Flatiron District’s International Toy Center—was designed to be an establishment with a sense of community.

“[Lego] was looking to bring a neighborhood store to New York,” Greene says. “Our Rockefeller store is busy, fabulous, and wonderful, but we really wanted to be rooted in a neighborhood, and so here we are.”

For several months, passersby like the Olim brothers could only catch a glimpse of the store’s decorative features. Now, visitors to the store can get up-close with the model dragon mounted on the back wall and the child-sized Lego models representing different time periods of the neighborhood. The main floor display is a 10-foot-tall replica of the Statue of Liberty’s torch and hand—a reference to the late 19th century, when the iconic piece was stored in Madison Square Park during Lady Liberty’s construction.

Other features include a window display of iconic locations in New York and a lounge for parents to wait as their children explore the store.

There is also a miniature replica of the store, the Flatiron, and Madison Square Park that kids can build onto like they’re building onto the neighborhood, Greene says.

“I think at the end of the day,” she says, “we want as many kids as possible around the world building, because we believe that it’s going to set them up to be the problem solvers and the innovators and the future thinkers.”