Both the young and the young at heart showed up to Perimeter Mall in Dunwoody on Friday as the LEGO Group opened its newest retail location, marking the 119th LEGO store in the United States.
Michael Stanton, the store manager who previously managed the Birmingham, Alabama, location for 16 years, said the opening represents a homecoming.
“I grew up here and graduated from Marietta High School, way back in the day,” Stanton said. “What’s so fun about working for the LEGO Group is you come to work every day and you play. I mean, we play in the store with the little ones. We play with the big ones, with the vending machine. It’s like not working. It’s like being paid to come play every day.”
The 2,153-square-foot store features interactive experiences, exclusive products, and hands-on play opportunities designed to appeal to builders of all ages. A ribbon-cutting ceremony at 11 a.m. kicked off the grand opening celebration.
The store includes permanent fixtures such as the Pick & Build Wall, Build a Minifigure station and Play Tables. Customers can also participate in a mystery mural LEGO brick building activity and view displays from local LEGO Users Groups.
The construction team worked for about 10 weeks to prepare the space, with store staff spending nine days setting up before the opening, according to Stanton.
Stanton said he was particularly moved by opening day’s turnout.
“I get welled up with pride with seeing how many happy families come in,” he said. “It’s one of my favorite things to do, is just talk to families and people who are building with their kids.”
Opening weekend promotions include exclusive tile giveaways and special sets for LEGO Insiders loyalty program members who make qualifying purchases. The store offers the largest range of LEGO products available, including many exclusives.
Adult fans comprised a significant portion of opening day customers. Mike Moore, an IT professional from Atlanta, said he became seriously interested in LEGO building only recently.
“I probably really only got hardcore a couple years ago, but I really enjoy it,” Moore said. “I’ve got a tech background, and I find it really peaceful putting something together and seeing the end result. The Technic series, which usually have mechanisms and moving parts, I just find really relaxing.”
Moore said he heard about the grand opening only days before and felt he “had to be there.” He purchased a Soundwave set, saying, “I’m a kid of the 80s and 90s, so going back to the transformers was a must.”
Monica Lewis, a flight attendant who began collecting LEGO sets in April, said she enjoys the hobby’s calming effects.
“I am an adult fan of Lego,” Lewis said. “I just started collecting and building this year in April. It’s a very peaceful hobby.”
Lewis said she has started sharing her passion with friends through building sessions, including getting matching botanical sets with her best friend in New Jersey for what she called “Lego and liquor” nights.
The store targets both children and adults, with sections specifically designed for adult builders. Stanton noted the company has emphasized adult fans for about six or seven years, creating “larger, more challenging builds that are more fun” while also offering sets designed for families to build together.
The company also spotlights female builders through its “She Built That” campaign, which showcases brightly colored, intricately designed sets created to inspire girls and women.
The LEGO Group, founded in Denmark in 1932, takes its name from the Danish phrase meaning “play well.” The company’s products are sold in more than 140 countries worldwide.
Stanton reflected on why he chose to work for the company:
“When you translate the word Lego from Danish into English, it translates as play well. And what better place to work than a company whose name is play well?”
