LEGO unveils largest store in the world in London

11 August 2022
The revamped LEGO store is packed with new customer experiences

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.

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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.”