London’s newest retail attraction opens to big crowds

Folks were lined up down the block for the opening of The Lego Group’s largest – and most ambitious – store in the world.



Located in the heart of London’s West End, and the Danish toy maker’s 131st store to date, the 3,000-sq.-ft. outpost is designed to offer an immersive brand experience. It has a number of Lego firsts, including a feature called “Mosaic Maker,” which allows visitors the chance to make their own portraits out of Lego blocks. Customers enter a photo booth where a machine scans their faces. In under ten minutes, they receive printed instructions and the bricks required to complete their very own Lego portrait.



In other features, play tables are set up on the top floor for children to experiment with Lego blocks. A schedule alerts customers when certified Lego “master builders” will visit the store to share building tips and tricks.



“We want to inspire and develop children through creative play experiences – and this store is all about that,” said John Goodwin, executive VP and CFO of the Lego Group.



The store is filled with London references. Shoppers are greeted at the entrance with a two-story recreation of Big Ben, made of more than 200,000 Lego bricks, complete with a working clock face that is illuminated at night and chimes on the hour.



Other highlights include a life-sized London Underground tube (subway) carriage. Made up of 637,903 bricks, the carriage offers fun photo opportunities, models of William Shakespeare on a replica of a London subway, an underground (subway) map, and a red telephone box.



The store windows are filled with digital screens that show Lego movies and related clips. Inside, a digital experience allows shoppers to browse a digital catalogue of all Lego sets available in store. It also calls for assistance by sending a message to the smart watches of store staff.