Lego opens world’s biggest store in Leicester Square

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Lego has opened the doors to its new flagship store in London’s Leicester Square, the biggest in the world.

Marking its 131st store, the brand new flagship includes many never before seen features. Most prominently is the 200,000 brick replica of Big Ben, measuring 6.8 m tall and taking 2280 hours to complete including a working clock face that lights up at night.

As part of a partnership with Transport for London, the stores largest structure is a life-size underground carriage made of 637,903 bricks, taking 3399 hours to construct.

There also a Lego Minifigure scanner which scans window shoppers and shows them which Lego Minifigure they’d be.


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Among other attractions are Master Builder Playtables allowing anyone build whatever they want in store, often being visited by genuine Master Builders who come along give tips on how to build.

The Lego Mosaic Maker marks another first for the company, allowing customers to purchase their own unique personalised portrait made entirely from Lego. After taking a customer’s picture the machine will the machine will supply them with the necessary bricks and instructions to construct their own portrait.

“This is the first time anything like this has appeared in our stores, or I believe anywhere,” Lego’s head of global retail innovation Martin Urrutiatold Toy World Magazine.

“The box comes with everything you need to build your own personal Lego portrait. We just want to make sure the visitors to the store have fun.”

 

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