The giant Lego Store in Leicester Square is getting even bigger, with a redesign to coincide with Lego’s 90th anniversary.
Although best known for its cinemas and world premieres, the Lego Store is the only place with the largest queues in Leicester Square.
The two-story building has been there for a few years now and is often used to debut new sets and host special family events, and it has proved such a success that it will be expanded into the largest Lego store in the world. .
To celebrate, there will be a special four-day opening event from August 10-13 where the first 3,000 visitors will receive a unique ‘I Heart Lego Store Leicester Square’ tile.
Between August 10 and 14, anyone who spends £120 or more will receive an exclusive Lego Store Set, while between August 15 and 18, there will be a free Lego Delivery Truck with VIP purchases of over £75 or more. (VIP status is free as long as you Register here†
Other sets are available exclusively in the store, including the Lester minifigure and the new Lego Store Leicester Square Bulldog mascot (although it won’t be available until September).
The new-look store will feature unique new 3D builds based on iconic British characters, such as a Harry Potter scene featuring Gringotts and Diagon Alley and a giant version of James Bond’s Aston Martin DB5 (a regular, Lego minifigure-sized version will be published on August 1.
The revamp will also coincide with Lego’s 90th anniversary as a company, with a special ’90 Years of Play’ walkthrough planned.
The largest display, however, will be the massive Tree of Discovery model made up of 880,000 bricks and intended to showcase Lego’s commitment to inclusiveness and having a “positive impact on society and the planet.”
There will also be a ‘Storytelling Table’ where fans can get a behind-the-scenes look at how new sets are designed, through interactive displays and on-screen interviews and videos with real designers.
Visitors can also visit the ‘Personalization Studio’ to create a version of themselves in the form of a Lego minifigure, or through a 2D image from Mosaic Maker.
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