World's Largest Lego Store Opens in London

Lego's Leicester Square store is set to become the brand's largest in the world.

13:33 11 April 2022

The LEGO Group has announced plans to transform its Leicester Square store to become the brand's biggest in the world and the first in the United Kingdom to feature the brand's 'Retailainment' concept. 

 

The new store will also feature The Brick Lab, the world's first retail experience that immerses customers and their LEGO builds in an amazing virtual world. Visitors would also be able to enjoy the Tree of Discovery once the store opens. This is an interactive model that showcases LEGO storytelling on a huge scale. The 880,000 piece structure is an expression of the LEGO Group's commitment to being inclusive and having a positive impact on society and the planet. 

 

Alison Wood, the Retail Director & District Manager of the UK Store Operations Team, 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.”

 

The current store will be fully closed by the end of June, ahead of the reopening in the summer holidays.