This concept has been rolling out for some time now but this was my first experience visiting a location. Best summed up as (sorry, overused retail design reference coming) the Apple Store for prepubescents, the environment immerses you in the Lego experience.

Without exaggeration, I wish I was a kid again after visiting this store.

By taking any Lego City pack from the shelf and bringing it to one of the Augemented Reality stations found in the store, you can see the contents of the box brought to virtual life. Simply place the surface of the package within the range of the overhead mounted camera and the digital representation of the assembled kit is visible in the screen.

I watched a family spend 10 minutes playing with the AR station and needless to say they left with a few kits. Put a product in a shoppers hands and the likelihood of purchase grows exponentially.

Watch this video to see the AR unit in action.

Amazing store and I look forward to visiting it with my girls. Go see for yourself at one of the following locations found here.