It's not the brand one usually associates with Phipps Plaza -- the home of such high-end stores as Nordstrom, Gucci and Giorgio Armani -- but in 2012 the upscale mall's newest tenant will be the Legoland Discovery Center.
The addition of the interactive children’s attraction was announced Wednesday after years of rumors that it was coming to Atlanta.
Merlin Entertainments, the London-based company that owns the concept, will build the $12 million, 32,000-square-foot-plus attraction next to the movie theater on the third floor of the Buckhead shopping destination. Because of the planned size, it will consume some of the floor space now used by the food court, officials with Simon Malls, Phipps' owner, said Wednesday.
William Pate, president of the Atlanta Convention & Visitor Bureau, hailed the news as another strong visitor lure.
“Atlanta has become one the country’s most popular family travel destinations, and the new Legoland Discovery Center will provide another great experience for visitors," Pate said.
The attraction will include a 4D cinema, Lego rides and exhibits. Construction is expected to begin in July, with the attraction opening in March 2012.
Legoland had been rumored for metro Atlanta for years, with Atlantic Station, Buckhead, downtown Atlanta and North Point Mall as potential sites. There also has been speculation that Merlin might bring its wax museum brand -- Madame Tussauds -- to Atlanta, but it was not mentioned in the announcement.
While some may question whether Legoland is the right fit for the mall known for its haute couture, Merlin Entertainments Site Search and Acquisitions Director Steve Shears said he had no doubt about the synergy between the two.
"The mall is home to many successful children’s stores and already sees significant shopper traffic from families," he said. "We feel that the addition of Legoland Discovery Center will only heighten the overall experience.”
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