Lego opens its largest store in the world

Toy brand Lego has unveiled an expanded and refurbished Leicester Square store. The store, at 805 sqm, is now 300 sqm bigger than its predecessor and features a variety of experiential features.

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These include a ‘Personalisation Studio’ where visitors can reimagine themselves in Lego form; an ‘Interactive Storytelling Zone’ drawing on the heritage of Lego,
which is celebrating its 90th anniversary this year; and a ‘Tree of Discovery’, which is described as 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.

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Lego Retail senior Vice-President Natali Stojovic said: “We are investing in upgrading Lego stores around the world to give visitors really fun, unique and memorable brand experiences. “The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans, young and old, living or travelling to London.”

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The branch carries the largest assortment of Lego products globally including exclusive items such as the ‘Lester’ mini figure and London-themed products.

Source | Retail Week

Charlotte Coulson

17th August 2022