Lego fanatics passing through London’s Leicester Square in the last few months will have been disappointed to see that the two-floor store has been closed for refurbishment, but it has today reopened as the biggest Lego Store in the world, now sitting at 805sqm, 300sqm larger than the previous store.
Reopening its doors just in time for the legendary Danish toymaker’s 90th anniversary and marking the occasion with a four-day event, the expanded store features huge 3D builds of icons of British culture and history, including James Bond and his Aston Martin DB5, William Shakespeare waiting patiently for double decker bus, and a whole lot of Harry Potter. The (big) Big Ben model returns, while eagle-eyed shoppers will spot a Lego Spider-Man swinging in the far corner of the shop.
Also new is a personalisation studio that lets you get creative with you own mosaic or Minfigure design, as well as an interactive walkthrough experience that let you follow Lego’s long history from its inception in 1932, right through to the present day.
Then there’s the interactive Tree of Discovery, in Lego’s own words the ‘centerpiece of the store and an expression of The Lego Group’s commitment to being inclusive and having a positive impact on society and the planet’.
Natali Stojovic, Senior Vice President, LEGO Retail, The LEGO Group, said: “Thank you to all the fans who visited the store opening. We were so excited to welcome you and overwhelmed by your amazing support and passion for the brand. We can’t wait to see even more people during our opening celebrations over the coming days.
“We are investing in upgrading LEGO stores around to the world to give visitors really fun, unique and memorable brand experiences. The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans, young and old, living or travelling to London.”
A number of products, including the Lester Minifigure and a selection of Lester and London-themed products, are only available on site, and between August 10-14 anyone who spends £120 or more will receive an exclusive Lego Store Set. Between August 15 and 18 there’s a free Lego Delivery Truck with VIP purchases over £75 or more.