Earlier this year The LEGO Group announced plans to build a new UK Flagship store in Leicester Square, London. Since the initial news there has, however, been very little confirmed information released regarding the opening.
Today LEGO have finally announced that the new London store will not only open this year, but also just in time for Christmas, on November 17.
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 sq m total area over two floors.
A LEGO Big Ben is currently being built brick-by-brick and will dominate both levels of the store. Made from more than 200,000 bricks and taking an estimated total of 2,280 hours to complete, the brick-built replica will be the world’s largest version of the famous Elizabeth Tower built by the LEGO Group and will stand an awe inspiring 6.53m high. The LEGO store version will also feature a working clock face, which will be illuminated at night – just like the iconic London landmark.
In addition to a variety of large LEGO models showcasing the creative potential of the LEGO brick, the store will feature exciting new technology within a LEGO retail environment, exclusive product sets, include hands-on building areas, building demonstrations, a Pick & Build Brick Wall and new iconic LEGO experiences.
As part of the exclusivity of the Leicester Square store, a new LEGO mascot has been created, Lester. Lester is the quintessential English gentleman – a tea-drinking Minifigure who is an expert on all things pertaining to the capital city and all LEGO matters.
Speaking about the stores opening, Loren Shuster, Executive Vice President and Chief Commercial Officer at the LEGO Group has this to say:
“We want to inspire and develop children across the globe through creative LEGO play experiences, and our LEGO Brand Retail stores allows children, parents and fans to explore the many different LEGO products while getting a truly unique and immersive experience of the LEGO brand. I am looking forward with excitement to November 17, where children and parents are invited to experience a world beyond their imagination as they venture for the first time inside the new store. I am sure that the unique brick-built symbols of London featured in the store will excite fans worldwide as well as in the UK.”
The LEGO Group currently owns and operates 130 LEGO Brand Retail Stores worldwide and its new central London location is set to be the 14th in the UK alone.