November 15, 2019
With game arcades and toy stores no longer the mall bait they once were to families with young kids, JLL’s Rosedale Center switched things up, literally. The first-ever Lego Escape Room pop-up opened to the public at the 1.2-million-square-foot shopping center in Roseville, MN on Saturday, Nov. 9, then vanished after the last team completed its escape the following night. Next stop: a California mall.
Once inside the Lego-themed escape room, teams of four competed against rival squads to test their knowledge of Lego games. The goal was to try to escape in under 15 minutes.
“We’re not afraid to be nimble – and adventurous – in order to attract a younger audience to our shopping center,” said Sarah Fossen, Rosedale Center director of marketing and experience. The center promoted the Lego experience via social media channels, and provided players with wristbands enabling Lego to send photos to players’ parents.
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