The relaunch will take place in the summer holidays following a short closure for renovations from 26th June. Refurbishment and expanded floor space means Leicester Square is now the world’s biggest LEGO® store Also exclusive to the Leicester Square store is the new LEGO mascot, Lester, who is already in full public view on the store’s construction façade. Lester is the quintessential English gentleman – a tea-drinking LEGO® Minifigure who is an expert on all things pertaining to the capital city and all LEGO matters. LEGO fans in London and the UK are in for a treat this year as the LEGO Group is today announcing it will be overhauling its Leicester Square store to make it the brand’s largest in the world. The overhaul planned for this year will see it reclaim this crown. What’s more, it’ll also be the first store in the UK to feature the LEGO Group’s new ‘Retailtainment’ concept.

There will also be hands-on LEGO experiences, unique to the Leicester Square store (and not available anywhere else) to inspire play and creativity in fans of all ages. The revamped store will be the first in the UK to debut the new ‘Retailtainment’ concept that blends physical and digital immersive play experiences in-store London, 10th August, 2022: Today, after four months of extensive refurbishment, the LEGO Group reopened the doors to the LEGO® Store in Leicester Square - now officially, the biggest LEGO store in the world - and it’s like no other! LEGO fans formed queues hours before the official opening, eager to see the store’s new features. To mark the official opening moment, fans were excited to see LEGO icon Lester arriving on a London bus. The store is marking the occasion with a four-day event and fans from across the UK are invited to come along and join the celebrations. This follows an official preview event which took place last night, attended by celebrities including athlete Greg Rutherford, performer Kimberly Walsh and model Ellie Goldstein, amongst others along with their families.

Prices here have more than doubled in the past 10 years, it's a major reason I don't go into London much. Tree of Discovery: The Tree of Discovery is the centre piece of the store and showcases LEGO storytelling on a huge scale. It’s an interactive build designed to be an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk. I'm not sure that travelling to London is any slower or expensive than it's ever been. I'll be travelling from Bath the next three Saturday's for football by train (may pop into the Leicester Square store on the way) and the travel time is the same as always and the train fare hasn't changed much in recent years." Personalisation Studio: This element invites visitors to make a memento of their visit. In it, they can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory. The current store will function as normal until Easter. From 17th April, only the ground floor will be operational. It will remain this way until the full closure takes place end of June, ahead of the reopening in the summer holidays.

Likes here are not much of a measure of anything. The sampling method, sample size, response rate and response number (8 at the time of writing) are likely too small to be representative or statistically significant. Besides, we don't know what people were liking: were they liking your suggestion that the minifigure could be Jeeves, Wooster, both Jeeves and Wooster, fleshy, or fleshy Jeeves and Wooster?It's very expensive to visit if you live outside of the London Underground system. Train or drive to London ... either way, its a slow journey that will cost a small fortune right now." Exclusive LEGO models: Fans can look out for incredibly eye-catching and unique 3D LEGO models throughout the store, with a newly inspired design based on ‘Stories From London’; bringing a combination of the City of London and British culture and entertainment to life in true LEGO form – it’s not to be missed! The Retail Director & District Manager of the UK Store Operations Team, Alison Wood said, “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. 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.” I don't think any other LEGO Store has a mascot, Liecester Square has Lester the figure with merch such as shirts, figure and other stuff that only tourists would really buy.

Lester is wisely equipped with an umbrella in readiness for the sudden rain showers which are a notorious feature of British weather. This element has only appeared in three previous sets and looks splendid, with impressive moulded detail throughout the folded canopy as well as a handle for the minifigure to grip. Interactive Storytelling Zone: Guests can celebrate the LEGO Group’s 90th Anniversary and explore 90 years of play in an interactive walkthrough experience which features products from the LEGO vault and fun for kids. The new landmark store will be the biggest LEGO® Brand Retail Store in the world, the 37th LEGO store in Europe and cover a vast 914 sqm total area over two floors. The Leicester Square LEGO store has been the subject of extensive promotion since it opened in 2016 and much of the associated advertising has been focused upon Lester. This minifigure embodies the United Kingdom and received a great deal of attention in advance of the store opening. Many fans were therefore disappointed to discover that just 275 copies of the figure had been produced for the occasion.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.” Storytelling Table: LEGO fans can go behind-the-scenes of the LEGO design process with the new storytelling table. They'll learn about LEGO sets via interactive areas that allow them to “meet the designers” through interviews and videos displayed on screens. All while playing with the set in-front of them. Personalisation Studio: Visitors can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory.