We can’t wait to see even more people during our opening celebrations over the coming days. We were so excited to welcome you and overwhelmed by your amazing support and passion for the brand. Natali Stojovic, Senior Vice President, LEGO Retail, the LEGO Group, said, “Thank you to all the fans who visited the store opening.
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Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk. It’s an interactive build designed to be an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. Tree of Discovery: The Tree of Discovery is the centre piece of the store and showcases LEGO storytelling on a huge scale.Interactive Storytelling Zone: Guests can celebrate the LEGO Group’s 90th Anniversary and explore 90 years of play in an interactive walkthrough experience which features products from the LEGO vault and fun for kids.Personalisation Studio: Visitors can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory.The Leicester Square store will also feature. There will also be hands-on LEGO experiences, unique to the Leicester Square store (and not available anywhere else) to inspire play and creativity in fans of all ages. Also featured is Buckingham Palace and Big Ben as well as our friendly neighbourhood Spider-Man.
Visitors can get selfies with William Shakespeare who is waiting at the bus top for a red double decker London bus (made out of 270,884 LEGO bricks) in the driver’s seat of James Bond’s Aston Martin DB5 in Harry Potter™’s Gringotts, Diagon Alley and a Dark Arts scene and alongside Sherlock Holmes. The newly expanded and completely refurbished store features impressive 3D builds inspired by ‘Stories of Britain’ which celebrate the country’s icons, heroes and history. This follows an official preview event which took place last night, attended by celebrities including athlete Greg Rutherford, performer Kimberly Walsh and model Ellie Goldstein, amongst others along with their families. The store is marking the occasion with a four-day event and fans from across the UK are invited to come along and join the celebrations. To mark the official opening moment, fans were excited to see LEGO icon Lester arriving on a London bus. LEGO fans formed queues hours before the official opening, eager to see the store’s new features.
London, 10th August, 2022: Today, after four months of extensive refurbishment, the LEGO Group reopened the doors to the LEGO® Store in Leicester Square - now officially, the biggest LEGO store in the world - and it’s like no other!
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