The closest thing to a live-action Lego movie might just be on a New York City block.

Lego’s new NYC flagship, a project that was put on the back burner thanks to the pandemic, opens today. We got a sneak peek, and the toy company’s brick and mortar strategy is clear: experiential retail, of course.

Press play: The two-story, 7,175-square-foot space is full of…you guessed it…Legos. The first floor is decked out with a full-size NYC taxi made of Legos, plus the Statue of Liberty, the Hulk, and an 880,000-block “Tree of Discovery” centerpiece.

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