Store reopened on the LEGO Groups 90th anniversary
Refurbishment and expanded living area means Leicester Square is currently the worlds biggest LEGO store
Stories of Britain 3D LEGO builds celebrate local culture, heroes, history and landmarks
London WEBWIRE Thursday, August 11, 2022
Today, after four months of extensive refurbishment, the LEGO Group reopened the doors to the LEGO Store in Leicester Square – now officially, the largest LEGO store on the planet – and its own like no other!
LEGO fans formed queues hours prior to the official opening, wanting to start to see the stores new features. To mark the state opening moment, fans were excited to see LEGO icon Lester arriving on a London bus. The store is marking the occasion with a four-day event and fans from over the UK are invited ahead along and join the celebrations. This follows the official preview event which occurred yesterday evening, attended by celebrities including athlete Greg Rutherford, performer Kimberly Walsh and model Ellie Goldstein, and the like with their families.
The newly expanded and completely refurbished store features impressive 3D builds inspired by Stories of Britain which celebrate the countrys icons, heroes and history. Visitors will get selfies with William Shakespeare who’s waiting at the bus top for a red double decker London bus (crafted from 270,884 LEGO bricks); in the drivers seat of James Bonds Aston Martin DB5; in Harry Potters Gringotts, Diagon Alley or with the flying car or villains; and alongside Sherlock Holmes. Also featured is Buckingham Palace and Big Ben and also our friendly neighbourhood Spider-Man.
There may also be hands-on LEGO experiences, unique to the Leicester Square store (rather than available somewhere else) to inspire play and creativity in fans of most ages.
The Leicester Square store may also feature.
Personalisation Studio: Visitors can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory.
Interactive Storytelling Zone: Guests can celebrate the LEGO Groups 90th Anniversary and explore 90 years of play within an interactive walkthrough experience which features products from the LEGO vault and fun for kids.
Tree of Discovery: The Tree of Discovery may be the centre little bit of the store and showcases LEGO storytelling on an enormous scale. Its an interactive build made to be a manifestation of the LEGO Groups commitment to being inclusive and having a confident effect on society and the earth. Visitors of most ages are invited to explore a magical wonderland hidden in the tree through windows in its rainbow trunk.
Natali Stojovic, Senior Vice President, LEGO Retail, Tthe LEGO Group, said, Many thanks to all or any 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 cant wait to see a lot more people during our opening celebrations on the coming days.
We have been buying upgrading LEGO stores around to the planet to provide visitors really fun, unique and memorable brand experiences. The refurbishment and expansion of our flagship London store can make it a must-visit destination for fans, young and old, living or going to London.
People to the brand new store may also get their practical the largest range of LEGO products on the planet including those only on site like the Lester Minifigure and an array of Lester and London themed products. Fans may also have the opportunity to purchase products celebrated in the giant builds through the entire store like the NEW LEGO James Bond Aston Martin DB5 set, the LEGO London Postcards and also the best-selling LEGO London Bus.
Between 10th- 14th August, anyone who spends 120 or even more will receive a special LEGO Store Set. Whilst between 15th 18th August theres a free of charge LEGO Delivery Truck with VIP purchases over 75 or even more.
Notes To Editors
The LEGO Store Leicester Square would be the worlds largest store (again!). The extension adds an additional 300sqm to the prior store, taking the full total store size to 805sqm
Concerning the LEGO Group
The LEGO Groups mission would be to inspire and develop the builders of tomorrow through the energy of play. The LEGO System-in-Play, using its foundation in LEGO bricks, allows children and fans to create and rebuild anything they are able to imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name produced from both Danish wordsLEgGOdt, which mean Play Well.Today, the LEGO Group remains afamily-owned company headquartered in Billund. However, its products are actually sold in a lot more than 130countries worldwide.
For more news from the LEGO Group, information regarding our financial performance and responsibility engagement, please visit www.LEGO.com/aboutus.
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