New LEGO Store Battersea opens today, paying homage to the historic power station

The brand new LEGO Store Battersea opens to the public today, and links back to the iconic and historic Battersea Power Station in more ways than one.

The store was beautifully set up for the grand reveal, complete with a monochrome LEGO logo matching the rest of the shopping centre’s aesthetic. Every part of the store looks carefully designed with bricks in mind, from the LEGO flags at the counter, the LEGO builds in-store (ranging from a minifigure, a huge red brick, and a yellow duck) to the walls and floor.

One of the main promises that the store delivers on is the full play experience of LEGO, with not only an incredible display of sets – ranging from Star Wars, Disney, Minecraft, Ninjago and BrickHeadz – but also a clear focus on that all-important opportunity to get stuck in. Kids and adults alike will have plenty to do and see, from the Pick & Build wall to building your own minifigures. Among the great displays in-store, one that particularly stands out is 43225 The Little Mermaid Royal Clamshell, which is in a clear sphere display as if in a bubble.

As one of four LEGO stores in London, there are plenty of nods back to the locality of Battersea. At the back of the store is a mural, which many Pink Floyd fans will recognise as a nod to the album art from the 1977 album ‘Animals’, made up of an astounding 108,000 bricks. No two LEGO Stores are the same and by keeping Battersea at the heart of the design and layout, the store really places itself as being unique. 

Amy Pearson, Director of Regional Retail Marketing at the LEGO Group, spoke to the fact that it was important to show that connection with the local community. “Anyone that’s been in a LEGO Store before will know that it’s a really immersive experience, and it’s not just about all these amazing LEGO sets itself, it’s about kids and families having a great hands-on play experience.

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“There are lots of opportunities throughout the store to really get in with the bricks and have a really great play. And of course, every LEGO Store has a little bit of a nod to the local community and we’re got that here in this store today.”

The Battersea Power Station mural, which has a press-the-button feature that lights up the edges of the mural to imitate fireworks, was said to be ‘our homage to Battersea Power Station’. Amy told us that the mural represented the fact that the power station was built in two stages, with part A being built between 1929 and 1935 and part B between 1937 and 1941.

She also went on to discuss with us how important it was to focus on community, with the LEGO Group being known for its commitment to both inclusivity and accessibility. More than ever, it seems important that everyone is included. It was particularly great to see that the Battersea store has a lift to get up to the mezzanine area (which has sets like Marvel and DC, NINJAGO, and much more) for anyone who may need it.

The other main attraction of the store was the Battersea Power Station model, which the LEGO design team began building back in January. The model, which has been glued together to ensure it stays safe as a display, took 160 hours to build and is made up of a colossal 14,500 bricks. Some of the bricks that were used for the build are custom printed, and there are extra details like leaves and flowers on the roof.

Kevin Gascoigne, who was one member of a team of designers behind the model, as well as being the founder of charity Fairy Bricks, noted that ‘balancing accuracy and design was a decision that needed to be made’.

At the front of the store there’s a mini building station to get hands-on with bricks, and given out in addition were the free Battersea Power Station mini models. You’ll be able to pick up the make-and-take model this weekend. The full list of store opening deals is as follows:

LEGO Store Battersea promo	Availability	Dates
40528 LEGO Brand Retail Store	Free with purchases over £120	May 25 to 28
40589 Pirate Ship Playground	Free with purchases over £95	May 25 to June 3
LEGO Store Battersea tote bag	Free with purchases over £50	May 25 to June 3
Make-and-take mini model	Free while stocks last	May 27 (10am-12pm), May 28 (12pm-2pm)
‘I love LEGO Store Battersea’ printed tile	TBC	While stocks last

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