Dublin City Council has told toy giant Lego that it cannot proceed with significant parts of its plans for its first Irish store front.
Earlier this year, the Danish family business said it would open its first Irish store on Grafton Street.
The new store, previously occupied by Topman, will feature Lego’s new retail platform, which combines physical and digital experiences in an immersive way, and also allows shoppers to create personalized products.
In March, Lego Ireland Ltd submitted plans to the council to refurbish the frontage of the store at 41 Grafton Street and they have now been approved. However, the planning authority has vetoed two elements of the scheme.
The council said the toy giant must skip the planned mock Lego cladding on the store front and also skip two illuminated cinema boxes.
The planning report highlighted “serious reservations” about the proposed revetment. The council said “such an intervention would not complement or harmonize with the architectural character of the existing building or townscape, would be visually distracting and would set an undesirable precedent for a similar type of development”.
The council also found that two cinema signage light boxes are “not considered acceptable”.
He added that these new illuminated panels “would add unnecessary clutter throughout the streetscape, be visually distracting and set an undesirable precedent for this type of signage within the Grafton Street Architectural Conservation Area and the Special Planning Control Scheme for Grafton Street.” “.
However, the report concluded that overall the council “welcomes the continued use and modernization of the front façade of this building which will make a positive contribution to the area and liveliness of Grafton Street”.
Last year, Lego sales rose 27 percent to 55.3 billion Danish kroner (7.45 billion euros) after the group opened 165 new Lego stores, most of them in China, raising the total number of stores with the Lego brand to 832 worldwide.