London’s Leicester Square is set to be the home for the new LEGO flagship store. The new landmark store will be the biggest LEGO Brand Retail Store in the world. This is due to the store standing two floors tall and spreading over 5,420 sq ft. This will consequently make it a must see tourist attraction for anyone who finds themselves in the capital.
Scale models of both the Houses of Parliament and Big Ben are set to sell in the store. The Big Ben model will even include a scale version of the Big Ben bell. More than 200,000 bricks are being used to build the Big Ben model. Therefore it will take an estimated 2,280 hours to complete. Once completed, the model will dominate both levels.
Furthermore, the new flagship store will boast interactive technology. This technology has not yet been seen in any of the currently existing LEGO stores. In addition to the technology, the store will present a host of other exciting features. These will include a LEGO retail environment, exclusive product sets, hands-on building areas, building demonstrations and a Pick & Build Brick Wall.
“We want to inspire and develop children across the globe through creative LEGO play experiences, and our LEGO Brand Retail Stores allows children, parents and fans to explore the many different LEGO products while getting a truly unique and immersive experience of the LEGO brand,” said Loren Shuster, executive vice president and chief commercial officer at the LEGO Group.
“I am looking forward with excitement to November 17th, where children and parents are invited to experience a world beyond their imagination as they venture for the first time inside the new store. I am sure that the unique brick-built symbols of London featured in the store will excite fans worldwide as well as in the UK.”
Lester the tea-drinking LEGO Minifigure will also be exclusive to the Leicester Square store.
The opening is set to take place on November 17th.
The LEGO Group
The LEGO Group currently owns and operates 130 LEGO Brand Stores worldwide. The new central London location is set to be the 14th in the UK alone. The Danish family-owned company also has several amusement parks around the world.
While it was found back in 1932 it wasn’t until 2015 that it became the world’s largest toy company, in terms of revenue.