The flagship Leicester Square LEGO store is getting an overhaul

The largest LEGO store in the UK is getting a makeover with the ‘retailtainment’ concept that has been making its way to existing and new stores.

By the end of 2022, the Leicester Square LEGO store will have received an overhaul that introduces the features of other ‘retailtainment’ LEGO stores to the flagship location. This will also make it the largest LEGO store in the world.

Announced today, this makeover will include the addition of six features to the shopping location. The first is The Brick Lab, which is also available in the New York flagship store. This includes projections on the walls for an interactive experience. Another interactive experience will be LEGO Expressions where minifigures will copy the faces you make.

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Other familiar additions from previous ‘retailtainment’ stores will be a Tree of Discovery, Storytelling Table and Personalisation Studio, Build a Minifigure Tower, Pick a Brick wall and hands-on experiences each month.

However, what might be the most exciting addition is the mention of exclusive LEGO models. Likely to be similar to what is present in Barcelona and New York, these will include a design based on ‘Stories From London’, combining the city and British culture and entertainment. As for what that entertainment could be, details have not been confirmed.

“We’re looking forward to overhauling the LEGO Store Leicester Square. It’s a much-loved destination for LEGO fans from across the UK and abroad so we’re excited to bring the LEGO Group’s new ‘Retailtainment’ concept to the store,” explained the retail director and district manager of the UK Store operations team, Alison Wood. “The new technology will immerse visitors in the brand like never before and provide them with endless play opportunities. We can’t wait to launch it.”

The store will continue to operate as normal until Easter. From April 17, only the ground floor will be open until a full closure takes place at the end of June, ahead of the reopening in the summer holidays. That means the fully revamped store should be open in time for Autumn.

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