The Lego store will cover 914 sqm over two floors and will include hands-on building areas, a Pick & Build brick wall and new Lego experiences. To mark the opening, a Lego brick construction of Big Ben will be unveiled, which will dominate both floors of the store.
The structure is made up of more than 200,000 bricks and took an estimated 2,280 hours to build and stands at over 6.5m high, with a working clock face that will be illuminated at night. The store has been designed to showcase the creative potential of the brick and will feature tech-driven experiences and building demonstrations.
The brand has also introduced Lester, a new Lego mascot exclusive to Leicester Square. The tea-drinking mini-figure is modelled around a quintessential English gentleman who is styled as an expert on all things pertaining to the capital city and all Lego-related matters.
Lego launched its new Lego Ideas Set at shopping centre Liverpool One at the end of October. Earlier this month, Multiplay, the events division owned by Game Digital, announced that it had secured the license to run Bricklive, the UK's biggest Lego fan event, and will expand it into a series of events in multiple cities in 2017.
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