The LEGO Group‘s 90th birthday celebration just kicked into high gear with the grand reopening of what is now the world’s largest LEGO Store.
On the inaugural World Play Day, the company opened the doors to its remodeled and expanded LEGO Store in London’s Leicester Square. The store now packs products into a nearly 9,000 square-foot space that includes hands-on experiences that are unique to the store.
“We are investing in upgrading LEGO stores around the world to give visitors really fun, unique, and memorable brand experiences,” says Natali Stojovic, senior vice president, LEGO Retail. “The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans, young and old, living or traveling to London.”
LEGO’s Leicester Square store features 3D builds inspired by “Stories of Britain” that celebrate the history of the country. Guests can check out numerous photo ops, including scenes inspired by James Bond 007, the Wizarding World of Harry Potter, Spider-Man, and some UK icons, such as Buckingham Palace and Big Ben in addition to a spot where William Shakespeare stands waiting to board a double-decker bus.
The unique experiences at the store include:
- Personalization 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 Group’s 90th Anniversary and explore 90 years of play in an interactive walkthrough experience that features products from the LEGO vault.
- Tree of Discovery: The centerpiece of the store showcases LEGO storytelling on a huge scale. It’s an interactive build designed to be an expression of 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 inside the tree through windows in its rainbow trunk.
The new store carries the biggest variety of LEGO products in the world and carries several products that are exclusive to the location, including a Lester Minifigure.