Our communications strategy spanned several months of teasers and press releases. One day, we drove two Rembrandt paintings (which were to hang in the store) across the city center.
Just before opening time, 30 lifestyle, kids’ and news media enjoyed an exclusive tour in the store. After the successful opening day, we also invited 25 mommy influencers and their kids for a few hours of private playtime in the store. This resulted in all sorts of LEGO art, photos of kids in LEGO cargo bikes, and a LEGO boat sailing through the Amsterdam canals.