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It’s been two years in the making but now the world’s largest Lego store has finally opened in London’s Leicester Square today. Officially, the 131st Lego store globally, this new location was unveiled with a host of specially built Lego creations. Within the Danish brand’s new flagship premises, you can find a life size London Tube carriage made of 637,903 Lego bricks. The store also features models of Elizabeth Tower & Big Ben, a dragon and a Royal Mail post-box. 1.7 million bricks, weighing upwards of five tonnes were used across all the Lego creations in the shop.
Loren Shuster, executive vice president and chief commercial officer at Lego said: “We want to inspire and develop children across the globe through creative Lego play experiences. Our Lego Brand retail stores allows children, parents and fans to explore the many different Lego products while getting a truly unique and immersive experience of the Lego brand.”
The life size Tube carriage used more than a third of the 1.7 million bricks and was created in partnership with TFL – Transport For London. The enormous Lego build features a model of William Shakespeare and took about 4,000 hours to complete. The model of Elizabeth Tower and Big Ben stands at a 1:15 scale of its real counterpart. It comes in at 6.5 meters tall and weighs approximately 1,035 kilograms. The Elizabeth Tower model took about 3,000 hours to complete and features a working clock and chimes with the sound of Big Ben.
The flagship Lego store also contains the world’s first Lego Mosaic Maker. This attraction allows shoppers to have their photo captured and their likeness made into a mosaic of Lego bricks. The opening also includes the unveiling of a new Lego mascot named Lester – a English tea-drinking Minifigure.
John Goodwin, executive vice president and chief financial officer of the Lego Group, said: “We want to inspire and develop children through creative play experiences — and this store is all about that. Here, parents and children can explore the many different LEGO products while at the same time getting a truly immersive experience of the LEGO brand.”
Also included in the store are a several Master Builder Playtables. Here children are free to build whatever comes to their imaginations.
Where is the Lego store?
The world’s largest Lego store can be found at: 3 Swiss Court, London, W1D 6AP. It is open Monday to Saturday from 10:00-22:00 and Sundays from 12:00-18:00.