George Panopoulos | Critical Mass Chicago

I recently had a truly extraordinary retail experience when taking my son to visit the LEGO store out at Woodfield Mall in Schaumburg (IL). The store layout, staff assistance, merchandising, customer-centric focus, the use of technology and overall shopping experience I had there made me stop in my tracks and recognize this was worth documenting. We say that we are in the business of creating extraordinary experiences at CM—and I strive for that every day in my work. But it is an experience like this in my personal life that helps me step back and reframe what “extraordinary” means any why we strive so hard for that bar.

It was such a blast that I decided to capture the ways that the LEGO store engaged customers, kept them in the store (for hours at a time) and pulled in foot-traffic in an otherwise gigantic and distracting 300 store mall. What better way to do that than in pictures, so you can see what I saw—and what LEGO fanatics keep coming back for.

Some of the “Extraordinary” highlights I noted during my LEGO experience were:

1. Immersive and interactive displays.

2. Ingenius targeted product development.

3. Makes buying easy.

4. Speaks to the enthusiast.

5. Utilizes technology.

Keep Going to see the extraordinary LEGO journey in each of these areas