LEGO unveils largest store in the world in London

The LEGO Group opened its new-look Leicester Square store this week, on its 90th birthday, with a raft of new customer experiences.

Following the extensive renovation, the store features new LEGO builds reflecting British culture such as James Bond’s Aston Martin and Harry Potter, a Personalisation Studio, hands-on Lego experiences not available anywhere else in the UK and a ’90 Years of Play walkthrough’.

The refurbishment supports the LEGO Group’s mission to inspire and develop the builders of tomorrow, showing the brand’s continued commitment to investing in its physical stores.

New hands-on innovations include the Storytelling Table where LEGO fans can go behind-the-scenes of the LEGO design process via interactive areas that allow them to “meet the designers” through on-screen interviews and videos. In addition, the Personalisation Studio invites visitors to make a memento of their visit by reimagining themselves in Lego form, either as a portrait from the Mosaic Maker or a Minifigure.

Natali Stojovic, SVP LEGO Retail, said: “Leicester Square is an icon and enlarging the store was important because we have so many fans and visitors coming to London. It is a landmark that is bringing new experiences to the UK. We carried out research before designing the concept and consumers – both kids and adults – have given us a clear signal that they want hands on play. They want immersive experiences and they want something they will remember.”