Giant LEGO bricks were spotted being carried across Leicester Square in the heart of London’s West End to mark what the toy giant said was its “biggest build ever”.
For the bricks were being transported to the flagship store which is getting a renovation to help mark LEGO’s 90th anniversary.
The revamp will see the store reopening in August with joint celebrations for this and the landmark birthday from the 10th to 13th of the summer month.
The new-look store wilk feature 3D builds featuring key characters and franchises, as well as more hands-on experiences than anywhere else in the country and a 90 years walkthrough in the store celebrating the company’s history.
The store will boast exclusive items for sale, as well a “storytelling table” where fans can watch interviews and videos outlining the design process, and an 880,000 “tree of discovery” which will be the centrepiece of the store.
“We’re so excited to announce the reopening of the LEGO Store Leicester Square. We have many loyal fans in the UK so we’re looking forward to thanking them for their passion for the LEGO Group by giving them the world’s biggest LEGO store on their doorstep”Head of LEGO Retail Natali Stojovic
Head of LEGO Retail Natali Stojovic said: “We’re so excited to announce the reopening of the LEGO Store Leicester Square. We have many loyal fans in the UK so we’re looking forward to thanking them for their passion for the LEGO Group by giving them the world’s biggest LEGO store on their doorstep – and it will be so much more than a store! The 3D builds will tell unique stories inspired by British culture, there will be hands-on play experiences for all ages and a dedicated ’90 Years of Play’ walkthrough to celebrate the 90th year.”
Meanwhile, in the run-up to August, the LEGO Group will also be marking another big event on the calendar, the UEFA Women’s Euro 2022 event by taking part in the fan festival in nearby Trafalgar Square. It will encourage supporters to use their imagination to play their own version of football – a fantastical one – and includes a life-size copy of the trophy for selfie opportunities. The zone is open daily from July 23 to 31.