ART GALLERY BRICKS.ART
INVESTMENT PRESENTATION 2024
IDEA
There are two positive trends: the strong LEGO brand and the growing tourism market in the UAE.
Also, due to the influx of wealthy people into Dubai, the demand for quality indoor entertainment is increasing.
Also, due to the influx of wealthy people into Dubai, the demand for quality indoor entertainment is increasing.
SOLUTION
The new space on the UAE map uses the LEGO brand philosophy and combines the format of a modern museum with an art gallery of unique LEGO exhibits.
A visitor may observe a permanent exhibition of LEGO sets specially created for Dubai, purchase a piece of contemporary LEGO art, or attend a workshop on how to build a retro set.
A visitor may observe a permanent exhibition of LEGO sets specially created for Dubai, purchase a piece of contemporary LEGO art, or attend a workshop on how to build a retro set.
POSITIONING
BRICKS.ART is like a museum of contemporary art and a private gallery in the LEGO world. Here anyone can touch to the brand's history, showing your child your favorite set from childhood, or redeem up for auction a collectible set privately created just for Dubai.
THE TARGET AUDIENCE
The target audience is anyone who is in love with LEGO or has ever built one. Each guest may have a different trigger for visiting the museum, even several times a month.
TOURISTS
to have fun time and look at the unique exhibition part.
LOCAL RESIDENTS
to have quality time with your family and immerse yourself in the atmosphere of LEGO creativity.
UAE RESIDENTS
to purchase a piece of art for your home + attend closed events.
BEHAVIORAL TYPE OF THE TARGET AUDIENCE
Get inspired or purchase a one-of-a-kind piece of art made from LEGO pieces.
Attend a master class on assembling unique custom sets that are not sold on the official website.
Hold a private corporate holiday for family or team building of company employees.
Go to an auction of private or rare collections.
Visit the museum part and see to an archival or private museum collection
About LEGO
LEGO IS MORE THAN A TOY, IT IS AN EMOTIONAL CONNECTION WITH CHILDHOOD AND ONE OF THE MOST RELIABLE INVESTMENTS.
$10.39 BILLION
world market size in 2023. LEGO is the largest player in the construction toy market.
UP TO $2 BILLION
LEGO's net profit increased in 2023.
BY 11%
Some LEGO sets are growing every year, according to a study. This is comparable to gold's rise in 2024.
BRAND No1
in the world among children's toy brands.
7
LEGO sets are sold every second around the world
> 600 THOUSAND
LEGO sets are sold all over the world every day
This city is one of the fastest growing and economically developing in the world.
MARKET
DUBAI IS THE MODERN “MANHATTAN” OF THE EASTERN WORLD.
GROWTH POINTS:
Tourism
Real estate
Local population
GDP
1
UAE tourism growth forecast: +9.7% (CAGR) until 2027 (MarkNtel Advisors). The UAE plans to attract up to 40 million tourists a year by 2030. In 2023, more than 17.5 million people visited the country.
2
Toys and games occupy the largest share of the children's market in the UAE. In 2024, this segment will reach a volume of $444 million.
3
At the end of 2023, the population of Dubai increased by 100 thousand people.
4
On January 29, 2024, the largest LEGO store located at the airport officially opened at Dubai International Airport.
5
Toys and hobbies market revenue in 2024 in the United Arab Emirates will be 2.83 billion dirhams.
6
The United Arab Emirates has seen a surge in demand for high-end collectible toys, reflecting the country's growing interest in luxury goods.
SPACE IS:
1. A museum displaying collections of different years from all over the world
2. Art gallery with super rare exhibits that are assembled with a unique concept made from LEGO parts
3. Multifunctional space for closed auctions, master classes and private events
2. Art gallery with super rare exhibits that are assembled with a unique concept made from LEGO parts
3. Multifunctional space for closed auctions, master classes and private events
CONCEPT
UNIQUE COMPETITIVE ADVANTAGES
Opportunity to see unique art objects from LEGO.
Something completely new and unique for Dubai entertainment industry.
Collaborations with the most famous and recognized LEGO enthusiasts.
Unique visual content that is understandable to anyone and does not require special training or knowledge of foreign languages.
An opportunity to see one of the largest private LEGO collections in the world with your own eyes
Premium category of entertainment at an affordable price.
Opportunity to participate in the museum's charity campaign.
Possibility to leave the child at the museum and go shopping, to a cafe or to the cinema.
An opportunity to see with your own eyes the process of creating unique art objects.
The opportunity to build your own custom model from a huge number of provided LEGO parts and take it with you as a souvenir about visiting the museum.
KEY SUCCESS FACTORS
Wide age range of target audience.
The base price is adequate for fans of quality LEGO products.
Unique content of the museum fund.
There is no competition either in the Arabian Peninsula or in Asia as a whole.
Psychological readiness of tourists to spend money on high quality entertainment.
A well-thought-out business concept that has proven itself well even in places with significantly less purchasing power of target visitors.
Shortage of entertainment places in general (relative to the number of visiting tourists) and especially entertainment venues with quality content.
The continuous gigantic tourist flow in Dubai, especially in the Dubai Mall.
A well-planned advertising campaign with a whole set of “impossible to refuse” magnets.
Dmitry Shklover (CEO, FOUNDER)
Dmitry Mun
(COO)
(COO)
Maxim Reshetnikov (CMO)
More than 35 years of experience in LEGO, including more than 10 years in the creation of three LEGO Museums in Moscow, as well as an online & offline store for collectible and rare LEGO sets.
More than 15 years of experience in operational and strategic business management in the companies Puma, Crocs, Tchibo DE, Raschini, GSS Cosmetics, Replay. Launched and built businesses’management in the markets of the Russian Federation, CIS, France, Germany and Monaco.
More than 5 years in creative marketing in companies such as Heineken, Diageo, JTI, Campari, etc.
