Lego unveils largest store in the world in London

Published on: 10th August 2022

The revamped Lego store is packed with customer experiences including a Personalisation Studio, along with models of British icons.

The Lego Group opens its new-look Leicester Square store today, on its 90th birthday, with a raft of customer experiences that it says will be scalable for other stores.

The revamped store in the middle of the tourist hot-spot is now Lego’s largest in the world and Toy World was given a sneak peek at a VIP event on Tuesday evening.

Following the extensive renovation, the store features new Lego builds reflecting British culture such as James Bond’s Aston Martin and Harry Potter, a Personalisation Studio, hands-on Lego experiences not available anywhere else in the UK and a ’90 Years of Play walkthrough’.

The refurbishment supports the Lego Group’s mission to inspire and develop the builders of tomorrow, showing the brand’s continued commitment to investing in its physical stores which includes the opening of Ireland’s first ever Lego store this summer in Dublin.

New hands-on innovations include the Storytelling Table where Lego fans can go behind-the-scenes of the Lego design process via interactive areas that allow them to “meet the designers” through on-screen interviews and videos. In addition, the Personalisation Studio invites visitors to make a memento of their visit by reimagining themselves in Lego form, either as a portrait from the Mosaic Maker or a Minifigure.

Natali Stojovic, SVP Lego Retail, told Toy World’s Sam Giltrow: “Leicester Square is an icon and enlarging the store was important because we have so many fans and visitors coming to London. It is a landmark that is bringing new experiences to the UK. We carried out research before designing the concept and consumers – both kids and adults – have given us a clear signal that they want hands on play. They want immersive experiences and they want something they will remember.”

The concept was launched last year, at the New York flagship store. “This is a concept that is very scalable, and so we hope to introduce certain elements of it at other stores,” added Natali.


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