LEGO have announced plans to open a new flagship store in London by the end of the year.
Situated in Leicester Square, the toy company will create a “must-visit” destination for tourists, which will feature “innovative interactive technology not yet experienced in a LEGO store”.
Joining the renowned M&M World, the new LEGO store will be spread over two floors at the redeveloped Swiss Court, and will be the 37th LEGO outlet in Europe.
Said Ward Van Duffel, the LEGO Group vice president direct to consumer EMEA;
“Our stores provide a one-of-a-kind shopping experience and our new venue is in a fantastic location for visitors to the capital. It will feature innovative interactive technology not yet experienced in a Lego store and be a fun and engaging encounter for all the family.
“The introduction of retail outlets in key locations worldwide forms part of our growth strategy to inspire the Lego builders of tomorrow.We are confident that the Lego Store, Leicester Square will realise this and provide residents of and visitors to central London with a must-see destination in a unique environment.”
LEGO have recently revealed a new Big Ben and Houses of Parliament set, which will contain over 4,000 pieces and release in July at a price of £169.99.