Inside the grand re-opening of the world’s largest LEGO store

The revamped flagship LEGO store in Leicester Square is now the largest LEGO store again, and new images have been shared from the busy re-opening ceremony. 

The LEGO Group has revealed images from the grand re-opening event of the Leicester Square store, including the appearance of a familiar 90th-anniversary cake. We were able to attend an early preview of the store’s re-opening, taking a full tour of the shop before it got too busy. 

“Thank you to all the fans who visited the store opening,” said Natali Stojovic, Senior Vice President of LEGO Retail at the LEGO Group. “We were so excited to welcome you and overwhelmed by your amazing support and passion for the brand. We can’t wait to see even more people during our opening celebrations over the coming days. 

“We are investing in upgrading LEGO stores around to the world to give visitors really fun, unique and memorable brand experiences. The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans, young and old, living or travelling to London.” 


The cake model that was present at the ceremony appears to be the same model from LEGO CON 2022, which was built live over the course of the event. 

Also attending the re-opening were several celebrities including athlete Greg Rutherford, performer Kimberly Walsh and model Ellie Goldstein. 

Inside the newly renovated store, you’ll find massive brick-built recreations of James Bond’s Aston Martin DB5, Diagon Alley and more as well as free gifts including 40528 LEGO Brand Retail Store for a limited time. 

Click here to read more about our stance on LEGO Harry Potter, and consider donating to charities that support transgender people, such as Mermaids and Stonewall

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