New brand store in Brussels now open
Posted by Huw,
Despite the global pandemic and lockdowns across much of Europe decimating high streets and shopping centres, LEGO is pressing on with its brand store expansion programme. The latest shop to open is in Brussels. Brickset member yellost visited on opening day:
Last Wednesday, March 31 turned out to be a very special day for Brussels: it was the opening of a brand new LEGO store in Belgium. The only other one is located in a rather hard-to-reach mall in the suburbs of Antwerp, but this one is in the heart of the city centre of the capital of Europe.
Unfortunately, the current pandemic being what it is and the lockdown in Belgium having been increased over the previous weekend, no grand opening was possible to mark the event which therefore went almost completely unnoticed. You can only go there by making an appointment at least a day in advance and even then you can only spend 15 minutes inside.
I called the moment I heard about it (+32 2 223 45 66) and got an appointment for the next day during my lunch break. The store is instantly recognisable, and I had it all to myself. They seemed to be well supplied and even had some items that are currently out of stock on LEGO.com like the Botanical sets.
Although I was a little disappointed by the sparse custom decorations (they only had a shark suit guy inside and a Manneken Pis in the window, it's still fun to roam around and admire the models presented in the display cases.
The staff was super friendly and the interactions happened in that weird spontaneous mix of French/Dutch/English which I like so much about this town (although I'm sure you can stick to only one of the three if you prefer to!).
I grabbed the Space Shuttle Discovery and received a small Easter Bunny, and they dug out some stock of 40145 LEGO Brand Retail Store to give away as well.
All in all, still an awesome day out for any kid at heart. Now I can't wait to be able to attend to all those Store Events people from more civilised countries kept talking about, as soon as this stupid virus lets us out, that is!
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57 comments on this article
"in a rather hard-to-reach mall in the suburbs of Antwerp"
What? That mall is situated along exit 18 of one of the most important Belgian Highway's...
Hard to reach by public transport, perhaps?
Ive been waiting for years for a Lego store in Belgium. Now that this one opens i heard there already is one in ‘Wijnegem’ and i never knew. Maybe that says ‘something’ about it’s reach.
I didn’t know Europe had a capital and that it was Brussels. The (nonsense) things you learn on Brickset!
Happy for Belgians and others who can make it to the store. While the pandemic has contributed to the ongoing decline of the high street, LEGO is no doubt looking further ahead to the post-COVID era. Having a bricks-and-mortar presence is not about increasing sales directly, so is not attempting to buck the general trend of high streets diminishing as a sales channel. The primary function of LEGO stores is not sales, but marketing.
@Zander said:
"I didn’t know Europe had a capital and that it was Brussels. The (nonsense) things you learn on Brickset!
Happy for Belgians and others who can make it to the store. While the pandemic has contributed to the ongoing decline of the high street, LEGO is no doubt looking further ahead to the post-COVID era. Having a bricks-and-mortar presence is not about increasing sales directly, so is not attempting to buck the general trend of high streets diminishing as a sales channel. The primary function of LEGO stores is not sales, but marketing."
It's been Brussels for yeaaars! A decision made back in the day when the British, the French and the Germans couldn't agree on choosing the perfect capital for Europe, and some Belgian suggested Brussels. Now NATO hq's and European commision is located in Brussels for ex.
I agree LEGO stores have more of a marketing function. I would love to walk and look around there, - i love the LEGO-atmosphere, the presented models and decorations which you don't see in a normal toyshop - but i wouldn't be sure about buying, since prices aren't too interesting there are they. We got lots of other (web)stores with better prices and discounts every now and then. So that's where i buy most sets.
I think everybody understands that Brussels is not literally the capital city of Europe, which obviously does not have a capital, but the city is frequently known as the 'capital of Europe'.
Somebody has poked the bear...
Our Imperial neighbours are not too happy at Brussels being referred to as Europe's capital
I’ve never heard the phrase before, strange one.
Since Brussels is the place where useless bureaucrats spend much of Europe's cash, it fits the definition of a capital.
https://www.google.com/search?q=capital+of+europe
Oh man, I just wanted to raise awareness on the new store, not start a debate on the status of Brussels in the EU xD
The store in Wijnegem is ok to get with a car but public transports aren't that great. I fear the same if they come to an actual deal and build their new Legoland in Gosselies. As much as I am excited for a new park so close, that place is a real pain to reach, even though the airport is right next to it...
I really wish Lego would branch out and not just put LEGO stores in big cities. I live closer to Atlanta Brick Co. than I do a Lego store, and I live in a very big city.
@DarthTaylortheWise said:
"I really wish Lego would branch out and not just put LEGO stores in big cities. I live closer to Atlanta Brick Co. than I do a Lego store, and I live in a very big city."
That obviously wouldn’t be profitable for Lego. A Lego store is a tourist destination. Also, I’d rather live closer to Atlanta Brick Co, that place looks awesome from what I’ve seen online.
@CapnRex101 said:
"I think everybody understands that Brussels is not literally the capital city of Europe, which obviously does not have a capital, but the city is frequently known as the 'capital of Europe'."
Yes, also the "Financial Capital of Europe", as all the big decisions are made there. Or at least they try lol
May this store be an opportunity for people who have lost their previous jobs, to start a new exciting career!
I was there yesterday; the shop is nice and the staff is very friendly. Some models (e.g. Space Shuttle Discovery) can be seen on top of a piece of furniture, instead of under a display case. Some mosaics add a nice touch.
I was just disappointed not to be able to buy from the very interesting selection of pieces in the PAB wall, but I was informed it was temporarily closed due to the appointments system, which I understand.
It's also just a shame that some sets are 5, 10, 20 or even 50 euros more expensive than in other countries, especially Germany, but it's NOT the Lego Store's fault, as such prices are imposed from (greedy) marketing people in Billund. That didn't prevent me from buying 21326 at 109.99€ instead of 99.99€, though, but that helped me to reach the 120€ threshold to get the 40145 GWP.
Nice to see new stores sprouting up despite the current situation.
@CapnRex101 said:
"I think everybody understands that Brussels is not literally the capital city of Europe, which obviously does not have a capital, but the city is frequently known as the 'capital of Europe'."
I have been to/lived in places (not naming names) where international geographic and political knowledge left a lot to be desired. I'd like to think that 'Brussels as the capital of Europe' was universally understood to be figurative, but I wouldn't bet on it.
@jlskywalker said:
"Yes, also the "Financial Capital of Europe", as all the big decisions are made there. Or at least they try lol"
In both volume and value terms, the equities, bond, FX, commodities/futures and insurance markets of London are each the largest of their kind in Europe, in some cases larger than the next three largest combined. If anywhere deserves the crown of Europe's financial capital, it's London.
@lORDoFtHEbOARD said:
"I agree LEGO stores have more of a marketing function. I would love to walk and look around there, - i love the LEGO-atmosphere, the presented models and decorations which you don't see in a normal toyshop - but i wouldn't be sure about buying, since prices aren't too interesting there are they. We got lots of other (web)stores with better prices and discounts every now and then. So that's where i buy most sets."
The shifting view of LEGO stores from having a primarily sales function to having a marketing one has seen stores opening in the heart of cities where previously they were more peripheral. London had the two Westfields and Watford (easily reachable from London) before Leicester Square opened in the middle of town. Paris had So Ouest long before the central location of Forum Des Halles. Now Brussels has followed that pattern. If you live in a large city with a non-central LEGO store and lots of visitors to the city centre, you can expect a new store opening there - that would be my guess.
@Huw said:
"Hard to reach by public transport, perhaps?"
Probably just as well... Who wants a person sat next to them on the bus or train with a Colosseum on their lap!
@ALEGOMan said:
"Why open new stores when no one is allowed outside their own home anymore?"
I had a store open at my local mall in Maryland back in October. It was announced in February (before the pandemic hit the US). I don't know if the same is true for this store though (I doubt it).
@jlskywalker said:
"Yes, also the "Financial Capital of Europe", as all the big decisions are made there. Or at least they try lol"
Sorry to contradict but... that's London, which is also the Financial Capital of the World.
A simple Google search reveals this.
It's always happy when a new Lego Store opens and I'm loving the new Brick-style shop sign.
Unfortunately I don't see myself visiting Brussels anytime soon.
Maybe one day....
@rljf311 said:
" @ALEGOMan said:
"Why open new stores when no one is allowed outside their own home anymore?"
I had a store open at my local mall in Maryland back in October. It was announced in February (before the pandemic hit the US). I don't know if the same is true for this store though (I doubt it)."
I think the situation is different in the US, Europe has had stricter rules and things seem to be getting stricter again in many countries in mainland Europe.
So it does seem strange that the opening wasn't put back, like the opening of the Edinburgh Store.
@sjr60 said:
" @Huw said:
"Hard to reach by public transport, perhaps?"
Probably just as well... Who wants a person sat next to them on the bus or train with a Colosseum on their lap!"
Well they should be social distancing :-D
Maybe they should put it on the seat next to them to stop people sitting too close ;-)
@alstba said:
" @rljf311 said:
" @ALEGOMan said:
"Why open new stores when no one is allowed outside their own home anymore?"
I had a store open at my local mall in Maryland back in October. It was announced in February (before the pandemic hit the US). I don't know if the same is true for this store though (I doubt it)."
I think the situation is different in the US, Europe has had stricter rules and things seem to be getting stricter again in many countries in mainland Europe.
So it does seem strange that the opening wasn't put back, like the opening of the Edinburgh Store."
Shopping is allowed in 'non-essential' stores, only you need to make an appointment. I made one for my visit at the Brussels Store, but in other shops you can just show up and make an appointment on the spot. Some shops decided to remain closed, though, as fewer people are going shopping.
@essel said:
" @alstba said:
" @rljf311 said:
" @ALEGOMan said:
"Why open new stores when no one is allowed outside their own home anymore?"
I had a store open at my local mall in Maryland back in October. It was announced in February (before the pandemic hit the US). I don't know if the same is true for this store though (I doubt it)."
I think the situation is different in the US, Europe has had stricter rules and things seem to be getting stricter again in many countries in mainland Europe.
So it does seem strange that the opening wasn't put back, like the opening of the Edinburgh Store."
Shopping is allowed in 'non-essential' stores, only you need to make an appointment. I made one for my visit at the Brussels Store, but in other shops you can just show up and make an appointment on the spot. Some shops decided to remain closed, though, as fewer people are going shopping."
@ALEGOman, If you’re in England (unclear if you are), you’ll be able to visit non-essential shops such as LEGO stores from 12 April.
Whoever thought that LEGO shopping was non-essential? Crazy, right? :~P
@essel said:
"It's also just a shame that some sets are 5, 10, 20 or even 50 euros more expensive than in other countries, especially Germany, but it's NOT the Lego Store's fault, as such prices are imposed from (greedy) marketing people in Billund. That didn't prevent me from buying 21326 at 109.99€ instead of 99.99€, though, but that helped me to reach the 120€ threshold to get the 40145 GWP."
Are you sure that it isn't down to things which are out of the hands of TLG such as: the cost of living, taxes/VAT, logistics etc.?
If it was down to sheer greed then I'm sure they'd pick on a bigger country than Belgium.
@Zander said:
"Whoever thought that LEGO shopping was non-essential? Crazy, right? :~P"
Indeed... Lego shops certainly more essential than garden centres!
Few things are as beautiful to me as a fully-stocked Lego Store. (:
And still nothing in Switzerland. Come on Lego, do your thing, one store in Zürich. kthxby
@alstba said:
" @essel said:
"It's also just a shame that some sets are 5, 10, 20 or even 50 euros more expensive than in other countries, especially Germany, but it's NOT the Lego Store's fault, as such prices are imposed from (greedy) marketing people in Billund. That didn't prevent me from buying 21326 at 109.99€ instead of 99.99€, though, but that helped me to reach the 120€ threshold to get the 40145 GWP."
Are you sure that it isn't down to things which are out of the hands of TLG such as: the cost of living, taxes/VAT, logistics etc.?
If it was down to sheer greed then I'm sure they'd pick on a bigger country than Belgium."
21pc of vat in Belgium opposed to 20pc vat in France or Germany doesn’t explain it.
In some rare occasion, prices can even be lower. There s no logic there..
Same way in Netherland.
I actually often order on Amazon.de, but still i was in the brussels shop today.
Did spent too much but staff is really Nice and cool models displayed !
And for the capital of Europe, uk peuple are reallly touchy :)
Anyway, you’re Out there, aren’t you?
I really hope they will do a Grand Opening once everything is getting back to normal. I want to have that "I love Lego Store Brussels"-Tile (as well as the "I love Lego Store Leidschendam" which opened near Den Haag, Netherlands last month -> https://www.lego.com/en-gb/stores/store/mall-of-the-netherlands).
Now waiting for the opening of the Lego Store Stuttgart (Germany) this month, hoping that the 2x4 Tile "I love Lego Store Stuttgart" will be available at the opening.
Lego is more expensive in Belgium than Germany because the country's minimum wage is higher. This affects costs at every stage - transport, warehousing, retail, delivery, etc.
I live just outside Brussels but the country's roads being what they are, it's almost as quick to get to Wijnegem than it is the centre of Brussels - and they have free parking at the mall. The only issue is the Antwerp ring, which is possibly the scariest motorway I've ever used. I'm used to it now but it's a white knuckle ride the first few times. The M25, M1 and M62 don't even come close.
@DarthTaylortheWise:
After the lone store in Michigan opened, I heard that there are a few considerations when it comes to picking a location for a new store. The one we have control over is that they want a LUG in the area (ours was shipped two pallets of stuff to build prior to the store's soft launch, which included one pallet of then-current official sets, and one pallet of "brand ribbon" models, as well as being asked to help out with the large build event during the Grand Opening). And one that we have very little control over is that, at least in the US, they prefer high-end malls (the one ours is located in once had a Harley Davidson store on the 1st floor, where it appeared you could actually purchase motorcycles).
@essel:
My local store has the PaB wall roped off, and the BaM bins moved off the main floor. They've got a workaround for both issues, though. For PaB, they used one of the smallest floor display cases to show an XL baseplate that has every element from the wall with a number written on a 1x1 tile next to it. There's a stack of order forms where you can list the number and how much you want (measured in "scoops", "half-scoops", and full cups, I believe). For BaM, they preassemble them and have them laid out in the clamshells where you can just grab whichever one you want. If you prefer something a little more tailored, you can describe it and they'll see if they can make it work.
And the price differences may be requested by retailers in Belgium.
@sjr60:
I know it's not what you meant, but all I can picture now is someone getting on the bus and turning to the person they sat next to, asking if that person minds holding their Colosseum for the duration of their ride.
@alstba:
You misspelled "New York City", home of the two biggest stock exchanges in the world, and financial seat of the largest economy in the world.
@aleydita:
Hey, someone who actually gets it for once! I've been trying to explain how cost of living affects
local set prices for years, and I think you might be the first person besides myself who I've seen make a similar statement.
@PurpleDave said:
" @alstba:
You misspelled "New York City", home of the two biggest stock exchanges in the world, and financial seat of the largest economy in the world."
I'm sorry to say that I did not misspell it at all.
London IS the Financial Capital of the World.
(And just for the record, I am not from London ;-) )
@Zander said:
" @essel said:
" @alstba said:
" @rljf311 said:
" @ALEGOMan said:
"Why open new stores when no one is allowed outside their own home anymore?"
I had a store open at my local mall in Maryland back in October. It was announced in February (before the pandemic hit the US). I don't know if the same is true for this store though (I doubt it)."
I think the situation is different in the US, Europe has had stricter rules and things seem to be getting stricter again in many countries in mainland Europe.
So it does seem strange that the opening wasn't put back, like the opening of the Edinburgh Store."
Shopping is allowed in 'non-essential' stores, only you need to make an appointment. I made one for my visit at the Brussels Store, but in other shops you can just show up and make an appointment on the spot. Some shops decided to remain closed, though, as fewer people are going shopping."
@ALEGOman, If you’re in England (unclear if you are), you’ll be able to visit non-essential shops such as LEGO stores from 12 April.
Whoever thought that LEGO shopping was non-essential? Crazy, right? :~P
"
If Alcohol stores are open to prevent an influx of alcohol withdrawal cases, you'd think we could have Lego stores open to prevent Lego withdrawal!
(Kidding, of course. I know alcohol withdrawal can be very serious and often fatal. I work with alcohol withdrawal patients often enough).
@alstba said:
" @PurpleDave said:
" @alstba:
You misspelled "New York City", home of the two biggest stock exchanges in the world, and financial seat of the largest economy in the world."
I'm sorry to say that I did not misspell it at all.
London IS the Financial Capital of the World.
(And just for the record, I am not from London ;-) )"
I think I hear everyone in China laughing.
Never been to Brussels.. we need more lego stores in the U.k tbf
Stockport, Altrincham, Salford, Oldham, Hyde, to be precise!
^ I suspect we already have among the highest density of LEGO stores per square mile or head of population of anywhere in the world. Outside of the lockdown, there are three LEGO stores within 50 minutes of me by public transport.
Would make an interesting article comparing for each country the stores per square mile, stores per head of population, and population weighted by distance from each store - both at present and planned by LEGO.
@alstba said:
" @jlskywalker said:
"Yes, also the "Financial Capital of Europe", as all the big decisions are made there. Or at least they try lol"
Sorry to contradict but... that's London, which is also the Financial Capital of the World.
A simple Google search reveals this.
It's always happy when a new Lego Store opens and I'm loving the new Brick-style shop sign.
Unfortunately I don't see myself visiting Brussels anytime soon.
Maybe one day...."
London? After the Brexit?... Lol
@alstba:
Nah. London was 150 years ago. New York City took the crown post-WWII. London squeaked ahead again following the real estate crisis in 2008, but over 1 trillion dollars worth of capital was moved to mainland Europe post-Brexit.
@anthony_davies:
Nah. China has one of the fastest growing economies, but growth becomes unsustainable the larger you get. They certainly have the potential to get there someday, but presently they're not even top five.
@Zander:
By those criteria, the US would rank pretty low even though we probably have more stores than any other country. I know the greater Chicago area has at least five, though I don't know if there's any place you can stand and be within an hour of all five. Three would be a piece of cake. Four might even be possible, but they're kinda stretched out in a long line, and Chicago's traffic can be pretty snarly.
@anthony_davies:
Nah. China has one of the fastest growing economies, but growth becomes unsustainable the larger you get. They certainly have the potential to get there someday, but presently they're not even top five.
IMF currently ranks GDP of China second behind US, but with a higher growth rate. After adjusting for purchasing price parity, IMF has China on top.
Haha, why has this comment section turned into something about world economy...
ON TOPIC: I’m so glad they opened a store that is easier to reach by public transport. I don’t like shopping malls, so when I go to the Wijnegem store (Antwerp) it’s just a long drive for jumping in and out of the LEGO store. I love visiting Brussels, it’s an amazing city (and less far for me) and once cafe’s and restaurants can open again I’ll combine visiting the store with a nice day out!
@aleydita said:
"Lego is more expensive in Belgium than Germany because the country's minimum wage is higher. This affects costs at every stage - transport, warehousing, retail, delivery, etc. (…)"
Although the cost of living might be higher than in Germany, it's definitely not 10, 15 or even 20% higher, and therefore does not justify price bumps of e.g. 5€ on the Hogwarts Moments sets!
Besides, the Lego warehouse from which sets are dispatched to most of Europe is located in Belgium, so actually it should cost less to have a set delivered here…
I agree. Those higher prices - especially compared to neighbour Germany - are ridiculous.
Luckily a hardly ever buy LEGO-sets at their initial price. I wait ... and strike.
@yellost said:
"Oh man, I just wanted to raise awareness on the new store, not start a debate on the status of Brussels in the EU xD
The store in Wijnegem is ok to get with a car but public transports aren't that great. I fear the same if they come to an actual deal and build their new Legoland in Gosselies. As much as I am excited for a new park so close, that place is a real pain to reach, even though the airport is right next to it... "
Thanks for the info! I wish I knew about this couple days ago... Wouldn’t have ordered the Space Shuttle online, but would have picked it up in the new store instead. Could have had it for the Easter weekend. Next time I’ll know:D
@legoavenger14 said:
"Never been to Brussels.. we need more lego stores in the U.k tbf
Stockport, Altrincham, Salford, Oldham, Hyde, to be precise!"
LOL You'll just have to make do with the Arndale Centre for now. It's only a tram ride from those places.
@essel said:
" @aleydita said:
"Lego is more expensive in Belgium than Germany because the country's minimum wage is higher. This affects costs at every stage - transport, warehousing, retail, delivery, etc. (…)"
Although the cost of living might be higher than in Germany, it's definitely not 10, 15 or even 20% higher, and therefore does not justify price bumps of e.g. 5€ on the Hogwarts Moments sets!
Besides, the Lego warehouse from which sets are dispatched to most of Europe is located in Belgium, so actually it should cost less to have a set delivered here…
"
Basic economics - a higher cost of living translates into higher prices.
@aleydita said:
" @essel said:
" @aleydita said:
"Lego is more expensive in Belgium than Germany because the country's minimum wage is higher. This affects costs at every stage - transport, warehousing, retail, delivery, etc. (…)"
Although the cost of living might be higher than in Germany, it's definitely not 10, 15 or even 20% higher, and therefore does not justify price bumps of e.g. 5€ on the Hogwarts Moments sets!
Besides, the Lego warehouse from which sets are dispatched to most of Europe is located in Belgium, so actually it should cost less to have a set delivered here…
"
Basic economics - a higher cost of living translates into higher prices."
Then it should be proportional, and it clearly isn't!
@essel:
But other stores that carry LEGO sets need to make a profit, and if The LEGO Company wants them to continue selling their sets, they can’t undercut their prices. Other retailers are where their main business lies, so a short-term boost in direct sales would mean a long-term reduction in overall sales. So, it doesn’t matter if your set is delivered by the Easter Bunny, or carried on foot across the entire country. You’re going to be charged MSRP for your country.
@essel said:
" @aleydita said:
" @essel said:
" @aleydita said:
"Lego is more expensive in Belgium than Germany because the country's minimum wage is higher. This affects costs at every stage - transport, warehousing, retail, delivery, etc. (…)"
Although the cost of living might be higher than in Germany, it's definitely not 10, 15 or even 20% higher, and therefore does not justify price bumps of e.g. 5€ on the Hogwarts Moments sets!
Besides, the Lego warehouse from which sets are dispatched to most of Europe is located in Belgium, so actually it should cost less to have a set delivered here…
"
Basic economics - a higher cost of living translates into higher prices."
Then it should be proportional, and it clearly isn't!
"
https://www.numbeo.com/cost-of-living/rankings_by_country.jsp?title=2021®ion=155
When considering cost of living as a whole (rent, utilities, etc.) Belgium is 11.2% more expensive than Germany as of 2021. In terms of consumer goods, they are on average 22% cheaper in Germany. This is driven primarily by lower wages, as wages are usually the single biggest factor in the pricing of such products.
I get your points, @PurpleDave , @aleydita , @CCC , but then why is it that the increase is not systematic? I mean, the Ninjago City Gardens set costs €299.99 both in Germany and in Belgium, while it should cost €329.99 according to the same logic, right?
@essel:
All I know for certain is that manufacturers don’t dictate MSRP to retailers. The last company I worked for sold parts through a few industrial catalogs, and the first of these catalogs figured out what price they wanted to sell them for, then asked us to publish a price list for them that showed an MSRP that was quite a bit higher (possibly double their price) so they could claim, legally, to be giving their customers a discount, even though it would have been cheaper to buy direct from us.
I also know that in the US, Walmart holds the power when discussing prices with pretty much any manufacturer or vendor.
Maybe for this, retailers in different parts of the world ask for sets at different price points that don’t evenly match up. Maybe they’ve determined that they can jack up the prices on certain themes/price points, but not on others. I don’t really have any direct insight into the retail side of things.
@essel said:
"I get your points, @PurpleDave , @aleydita , @CCC , but then why is it that the increase is not systematic? I mean, the Ninjago City Gardens set costs €299.99 both in Germany and in Belgium, while it should cost €329.99 according to the same logic, right?"
As @CCC has already said, it depends in part on how much consumers are willing to pay.
@PurpleDave said:
" @essel :
All I know for certain is that manufacturers don’t dictate MSRP to retailers."
In the US. In Europe and other markets where the retail landscape is more fragmented, that is not as much the case. Also, in Europe, manufacturers have more legal rights to stop selling to a retailer that doesn’t ‘play ball’. Until the arrival of Toys R Us to Europe, toys were rarely discounted. Even when stores were having so-called ‘across the store sales’ such as after Christmas, toys were still usually at RRP. Toys R Us changed that but it took online selling, and Amazon in particular, for toys to be routinely sold beneath RRP (as opposed to Toys R Us’s events or end-of-line sales).
@essel said:
"I get your points, @PurpleDave , @aleydita , @CCC , but then why is it that the increase is not systematic? I mean, the Ninjago City Gardens set costs €299.99 both in Germany and in Belgium, while it should cost €329.99 according to the same logic, right?"
I wonder if those exceptions are all Lego Store exclusives?
@aleydita: No, because NCG is eventually going to be sold in retail (e.g. Dreamland, Fun), like most other sets. 10274 ECTO-1 is priced €200 in all countries and is sold in retail, while 10277 (at a similar level of exclusivity) is priced €99.99 in Germany and €109.99 in Belgium
Thank you for all the photos, just how I plan to do the basement in my lottery win house. I reckon they should have an opening competition to guess the number of bricks in the large sharkskin mini-fig display (4000?), or in all the Lego boxes in the shop (100,000?).
I did notice that mainly all large direct to customer sets, rather than traditional kids City, Ninjago and 3in1 creator sets. So ok for Euro MPs and AFOL tourists, but will have to shop in the usual places for the kids.
This is great news, as I am moving to Brussels this summer. If nothing else, it will be a lot closer than my current Lego store is to me here in Virginia. Very excited!!