The attraction will open in late Spring 2014, and will be the first-ever LEGOLAND Discovery Center in Massachusetts and the only one in the New England region.
Merlin's newest attraction concept, the unique LEGOLAND Discovery Center will offer a fun, highly interactive and educational two to three-hour indoor experience specifically designed for families with children 3-10 years old. Based on the ever popular LEGO® brick, LEGOLAND Discovery Centers provide exciting LEGO rides, a 4D cinema, an insight into how LEGO bricks are made in an interactive LEGO Factory Tour experience, building workshops led by the Center's Master Model Builder, plus a range of themed play areas; special party rooms for birthdays and other celebrations, and of course the popular LEGO MINILAND exhibit - found in every LEGOLAND Park and Discovery Center. MINILAND is designed to reflect the iconic buildings of each individual attraction's location - at Assembly Row this will include buildings from the Boston skyline like the Prudential Tower, landmarks like Quincy Market, and more iconic-Boston structures nominated by the local community.
"When open in 2014, Assembly Row and The Outlets at Assembly Row will feature a nationally-branded collection of outlet retailers, visitor attractions, sought-after regional dining, next-gen residences and Class A office space - all accessed by a brand new dedicated T station on site," said Don Briggs, SVP of development for Federal Realty. "Merlin's entertainment vision coupled with Federal Realty's ability to transform real estate into dynamic destinations and Assembly Row's unique mix of retail, dining, and entertainment will deliver a game-changing development to the Boston market, the first of its kind in the country."
Commenting Glenn Earlam, Managing Director of Merlin's Midway Attractions Operating Group, said: "The LEGOLAND Discovery Center concept is already successful in both Europe and elsewhere in the USA, and I know people will love it in New England. We are absolutely delighted to be opening in this exciting new development. Based on its location, Federal Realty's proven vision and experience, Assembly Row is destined to become a regional and international 'destination' as much as it is 'the place' for the local community. Research shows us that Assembly Row is exactly the right location for us and for a LEGOLAND Discovery Center, being in a catchment area with a high proportion of families with young children. More than that, our experience has shown that bringing together an exciting mix of retail, dining and quality leisure attractions like the LEGOLAND Discovery Center creates a whole new element to a family shopping day, delivering significant incremental business to both the center - and to the area as a whole. Such projects play an important part in Merlin's future growth strategy for our 'midway' or indoor City Center attractions."
"Assembly Row is an entirely new neighborhood under construction located within Greater Boston's top attractions ring and in one of the densest markets in the country. The LEGOLAND Discovery Center at Assembly Row will bring a level of family entertainment not currently offered in the area to all of New England and the almost 30 million visitors that visit Massachusetts every year," said Chris Weilminster, SVP of leasing for Federal Realty. "Together, we are setting a new standard in the real estate industry for shopping, entertainment, and experience. The LEGOLAND Discovery Center will bring young families - a sought-after customer segment to Assembly Row, drive traffic to our other leisure operators, retailers and restaurants, and provide another great reason for our local and visiting customers to return again and again. Simply put, they are a fantastic complement to our outlet retailers and will be a magnet for tourism."
Plans and designs are already being drawn up for the 44,000 square-foot space and construction is expected to begin this fall. LEGO models for the Assembly Row attraction will be made in Merlin's specialist studios around the world and shipped in during construction, ready for the opening in 2014.