The largest Lego store opens in Leicester Square, with a focus on inspiring creativity through new experiences and interactive workshops.
Global play materials giant, the Lego Group, today officially opened its new UK flagship store in central London’s popular tourist hot-spot, Leicester Square. The company’s 131st brand retail store globally and the world’s largest, it introduces many firsts for the brand.
Centred on new experiences, a key highlight is the ‘Mosaic Maker’, which offers fans the opportunity to purchase a personalised mosaic portrait. The machine captures one’s image and in less than ten minutes, printed instructions and the bricks required to complete the portrait are supplied to the customer.
The London store is the first in the world to make the experience available. Inspiring creativity is a central theme for the establishment, a trait reinforced with hands-on interactive immersion. With the entry of the ‘Master Builder Playtables’, children are encouraged to engage their imagination and build freely.
The sense of inventiveness is inspired by iconic London landmarks and a range of themes. There will also be a timetable which places Certified Lego Master Builders in the store to share tips and tricks, so as to help visitors create models and inspire children to think outside the box when devising their creations.
Through a partnership with Transport for London, the brand has created a life-sized London Underground tube carriage. Made up of 637,903 bricks, it is the largest build in the store and took 3,399 hours to construct. The carriage offers fun photo opportunities and will be a must-see for all families.
Visitors will also have the chance to explore the Minifigure Scanner, Minifigure Tower with Talking Minifigures, a digital window display featuring movies and clips, Lester’s room for photo opportunities, Brickadilly corner for interactive shopper experiences, and a Digital endless isle for in-store browsing.
“We want to inspire and develop children through creative play experiences—and this store is all about that. Parents and children can explore our many different products while getting a truly immersive experience of the brand,” said John Goodwin, EVP and Chief Financial Officer of the Lego Group.
Lego was a global winner at the 2014-2015 and 2015-2016 World Branding Awards in the Toys category. The brand won the title for a third consecutive year at the 2016-2017 installation.
