Build it and they will come. That’s what is happening at one mall in upstate New York, where the LEGO Americana Roadshow is drawing crowds with its experiential exhibition.
The free 17-day traveling event is showcasing American landmarks made out of LEGO bricks runs through Feb. 24 at the Crossgates Mall in Albany. The roadshow is an example of infusing experiential marketing with brick and mortar retail to create a mutually beneficial partnership between brand and retail property.
The branded experience captures the interest of visitors of all ages. Retailers thrive during the run of the roadshow, as the event is known to generate holiday-like traffic and sales in traditionally slower sales times of the year.
Anchoring the festivities are ten large-scale replicas of iconic American buildings including the White House, U.S. Capitol, Statue of Liberty, Liberty Bell, and the Lincoln Memorial.
Additional show activities include LEGO Brickscapes placed throughout the mall featuring six themed landscapes, such as Mount Rushmore and DUPLO Castle. There’s also a play area.
A Follow the Map Find the Model activity provides maps that guide attendees to different display locations. Participants will receive a free Lego Americana collective card pack upon returning to the mall’s new LEGO Store.
To take a mini-tour, check out the video here.