Latest News

Back to Latest News back

 

LEGOLAND Discovery Centre opens in Melbourne

LEGOLAND Discovery Centre opens in Melbourne
April 18, 2017

Featuring more than 2 million Lego bricks and covering 2,800 metre², Australia's first LEGOLAND® Discovery Centre has opened today in Melbourne’s Chadstone Shopping Centre.

The first attraction of its kind in the Southern Hemisphere, the Centre features some of Melbourne’s best known landmarks showcased in LEGO, including the MCG, Federation Square, Flinders Street Station and the Shrine of Remembrance.

Developed by global leisure giant Merlin Entertainments plc and Federation Centres, the $12 million retail attraction also includes a four-dimensional cinema and interactive rides.

With the profile of retail malls changing, the LEGOLAND® Discovery Centre is expected to attract more than 300,000 visitors in its first year linking with the shopping centre’s opening of two new dining precincts and a new Hoyts cinema as part of a $660 million redevelopment.

Legoland Discovery Centre Melbourne General Manager Drew Grove said Merlin had plans to build on its international portfolio of 17 Legoland centres through partnerships with high-end malls in Australia.

Grove said the global model was to locate Legoland within premium retail centres,  malls that already boasted strong visitation numbers, stating “the foot traffic to these centres is enormous and we pitch Legoland as a premium product, which aligns with the key demographics of centres like Chadstone.

"We see Legoland Discovery Centre as attracting domestic and international visitation but also local visitors through the drive market of up to 90 minutes away and repeat visitation, which is why we anchor in those shopping centres because they have those repeat visitors."

Legoland owner Merlin Entertainments reportedly has plans to open up to four more Legoland Discovery Centres in major shopping centres around Australia in the next couple of years.

While Merlin holds the global licence for LEGOLAND® attractions, the recently opened LEGO store at Gold Coast theme park Dreamworld results from a link with LEGO's separate retail division.

28th January 2017 - DREAMWORLD OPENS AUSTRALIA’S FIRST LEGO CERTIFIED STORE 

14th January 2017 - LEGOLAND WATERPARK OPENS IN DUBAI

27th April 2016 - MERLIN ENTERTAINMENTS MARKS FIVE YEARS OF OPERATIONS IN AUSTRALASIA 

19th August 2015 - AUSTRALIA’S FIRST LEGOLAND DISCOVERY CENTRE TO OPEN IN MELBOURNE

23rd April 2015 - MERLIN AGREES DEAL TO DEVELOP LEGOLAND WATERPARK IN DUBAI


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

 

Altitude Training Systems

ATS are global leaders in altitude training and research. From mask systems and inflatable tents to simulated altitude facilities, we help all athletes gain the competitive edge. Our…

read more

Fitness / Sport / Technology

 
 

AUSTRALIAN WATERSLIDES AND LEISURE

A leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…

read more

Aquatics / Attractions / Play / Waterparks

 
 

Fun Wheels Pty Ltd

Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…

read more

Attractions / Tourism / Venues

 
 

Felton Industries

Felton Industries is Australia’s leading designer, manufacturer and supplier of quality outdoor furniture and has been supplying premium seating solutions for all sporting, commercial, community…

read more

Parks / Play / Recreation / Sport / Venues

 
 

Digonex

Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing

 
 

QUAYCLEAN

Quayclean are a national cleaning and waste services partner with proven results in the understanding and delivery of cleaning needs and challenges faced by facilities including; major venues and…

read more

Aquatics / Hospitality / Surfaces / Venues

 
 

BODY BIKE AUSTRALIA

BODY BIKE® International is a leading manufacturer of indoor bikes with a 20-year track record of creating the best indoor bikes. Stay connected with Body Bike Australia…

read more

Fitness / Recreation / Sport / Technology / Wellness

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business