LEGO parade supersized bricks through London to celebrate reopening of flagship store

By on Thursday, July 14, 2022

To celebrate their ‘biggest build yet’, a trio of enormous LEGO bricks were transported across London, starting at the flagship LEGO store in Leicester Square. It was announced that the store will be reopening on 10th August 2022, and the renovations pin it to be the biggest LEGO store in the world!

The refurbished LEGO store will feature a bespoke space to showcase incredible LEGO builds that reflect on British culture, hands-on LEGO experiences not available elsewhere in the UK, and the 90 Years of Play walkthrough, which will celebrate the LEGO Group’s 90th anniversary. Customers will be able to play as they shop, surrounded by ‘Stories from Britain’ inspired builds including Harry Potter’s Gringotts and Diagon Alley, and James Bond’s iconic Aston Martin. Another new interactive experience from LEGO will include the Tree of Discovery, an 880,000 piece interactive model that will showcase storytelling on a huge scale.

Natali Stojovic, Head of LEGO Retail said, “We’re excited to announce the opening date of what will be the biggest LEGO store in the world. Our stores are integral for engaging consumers, building brand loyalty and developing builders of tomorrow, and the new-look LEGO Store Leicester Square will take the store experience to a new level for our UK fans. The blend of physical and digital experiences will allow shoppers to immerse themselves in the famous LEGO brick and make for a truly memorable visit.”

The LEGO Group will mark the occasion with a four-day opening event from 10th-13th August open for all to attend. For more information, visit

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