The Lego Group has a selection of stores worldwide, and its new London location is currently planned to open in late 2016.
It follows the recent unveiling of The Lego Store in the Les Halles district of Paris, and the Asian flagship store in Shanghai.
The Lego Group has confirmed that the new landmark site will be its 37th store in Europe, covering 5,420 square feet over two floors in the prestigious Swiss Court redevelopment on Leicester Square.
A recruitment drive will commence this month, creating approximately 45 permanent jobs in central London.
“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 will be a fun and engaging encounter for all the family,” said Ward Van Duffel, vice president of direct to consumer EMEA at The Lego Group. “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 in Leicester Square will realise this and provide residents of and visitors to Central London with a must-see destination in a unique environment.”
To celebrate the city of London, The Lego Group has also announced that the newest edition to the Creator Expert theme is a scale copy of Big Ben and the Parliament buildings. The completed build will stand over 60cm high and is a tribute to the engineering and architecture of the real building. It features a detailed façade with statues, shields and windows and a clock tower with four adjustable clock dials. The tower even houses the Big Ben itself, which can be accessed through a removable roof.
The set will be available through shop.lego.com and Lego stores from 1st July.