Following a months-long refurbishment that’s expanded the store’s total floor space from 505 to 805 square metres, the Central London venue is now packed with the same ‘retailtainment’ experiences we’ve seen in other stores around the world, including the Personalisation Studio, Interactive Storytelling Zone and Tree of Discovery.
It’s also host to enormous 3D builds that ‘celebrate the country’s icons, heroes and history’, including a life-size Aston Martin DB5, double-decker red London bus, William Shakespeare statue, Buckingham Palace build and even a huge tribute to the Wizarding World’s Gringotts Bank and Diagon Alley. You can take a closer look at all those and more in our preview of the newly-revamped store.
The LEGO Group is celebrating the reopening with a four-day event (following a two-day media and celebrity preview), during which you’ll be able to enjoy unique ‘hands-on LEGO experiences’ and take advantage of exclusive gifts-with-purchase. Anyone spending at least £120 from August 10 to 14 will receive a copy of 40528 LEGO Brand Retail Store, while 6424688 LEGO Delivery Truck will be free with VIP purchases of at least £75 from August 15 to 18.
“Thank you to all the fans who visited the store opening,” said Natali Stojovic, Senior Vice President of LEGO Retail. “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 [in] or travelling to London.”
There’s one more reason to visit the Leicester Square store, too: it’s currently the only place outside Billund you’ll find 40501 The Wooden Duck.