Renovated and expanded LEGO® Store in Leicester Square is now the world’s largest

Today, after four months of extensive renovation, the LEGO Group has reopened the doors of the LEGO® Store in Leicester Square – now officially the largest LEGO store in the world – and it’s like no other!

LEGO fans lined up hours before the official opening to see the store’s new features. On the occasion of the official opening moment, fans were thrilled to see the LEGO icon Lester arriving on a London bus. The store marks the occasion with a four-day event and fans from across the UK are invited to come along and attend the celebrations. This follows an official preview event that took place last night, attended by celebrities such as athlete Greg Rutherford, recording artist Kimberly Walsh and model Ellie Goldstein, among others along with their families.

The recently expanded and fully renovated store features impressive 3D structures inspired by ‘Stories of Britain’ celebrating the country’s icons, heroes and history. Visitors can take selfies with William Shakespeare waiting by the bus for a red double-decker London bus (made from 270,884 LEGO bricks); in the driver’s seat of James Bond’s Aston Martin DB5; in Harry Potter™’s Gringotts, Diagon Alley or with the flying car or villains; and next to Sherlock Holmes. Also featured is Buckingham Palace and Big Ben, as well as our friendly neighborhood Spider-Man.

There will also be hands-on LEGO experiences, unique to the Leicester Square store (and available nowhere else), to inspire play and creativity for fans of all ages.

The Leicester Square store will also be present.
Personalization Studio: Visitors can re-imagine themselves in LEGO form, either as a portrait of the Mosaic Maker or as an iconic minifigure from the LEGO Minifigure Factory.
Interactive Storytelling Zone: Guests can celebrate the 90th anniversary of the LEGO Group and discover 90 years of play in an interactive walkthrough experience featuring products from the LEGO vault and fun for kids.
Tree of Discovery: The Tree of Discovery is the centerpiece of the store and showcases LEGO stories on a grand scale. It is an interactive build designed to express the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. Visitors of all ages are invited to explore a magical wonderland hidden in the tree through rainbow trunk windows.

Natali Stojovic, Senior Vice President, LEGO Retail, The LEGO Group, said:

“Thank you to all the fans who attended the store opening. We were so excited to welcome you and blown away by your amazing support and passion for the brand. We can’t wait to see even more people at our opening celebrations in the coming days.

“We are investing in upgrading LEGO stores around the world to provide visitors with truly fun, unique and memorable brand experiences. The renovation and expansion of our flagship store in London will make it a must-visit destination for fans, young and old, living or traveling to London.”
Visitors to the new store will also be able to get their hands on the largest range of LEGO products in the world, including locally available products such as the Lester minifigure and a selection of Lester and London themed products. Fans will also have the chance to purchase products celebrated in the store’s massive structures, such as the NEW LEGO James Bond Aston Martin DB5 set, the LEGO London Postcards and even the best-selling LEGO London Bus.
Between 10 and 14 August, anyone who spends £120 or more will receive an exclusive LEGO Store Set. Between 15 and 18 August, there’s a free LEGO delivery truck for VIP purchases over £75 or more.

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