As the LEGO Group celebrates its 90 th birthday and prepares to launch its biggest build yet, Londoners looked on in surprise this morning as a trio of giant LEGO bricks made their journey across the capital heading for the LEGO flagship store in Leicester Square, which is nearing renovation completion to make it the biggest LEGO store in the world when it reopens this August.
The new-look store will feature out-of-this-world 3D builds inspired by ‘Stories from Britain’ including Harry Potter’s Gringotts and Diagon Alley, James Bond’s Aston Martin and more hands-on LEGO experiences not available anywhere else in the UK, plus the ’90 Years of Play walkthrough’ which in 2022 will be dedicated to celebrating the LEGO Group’s 90th anniversary.
New hands-on innovations will include the Storytelling Table where LEGO fans can go behind-the-scenes of the LEGO design process via interactive areas that allow them to “meet the designers” through on-screen interviews and videos. In addition, the Personalisation Studio invites visitors to make a memento of their visit by reimagining themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory.
