Flagship store to open in Leicester Square, London

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Here's some exciting news for those of us in the UK:

Slough, UK - 19th May 2016: Today, the world’s number one toy manufacturer, the LEGO Group, announced the commencement of construction on a new retail store in the heart of London’s ‘theatreland’ - Leicester Square. A popular tourist destination, the new LEGO Store will be created as a must-visit destination for families and aficionados of the iconic brick.

The LEGO Group has an exclusive selection of brand stores worldwide and its new central London location is currently planned to open in late 2016. It follows the recent unveiling of the LEGO Store in the Les Halles district of Paris, France, and the Asian flagship store in Shanghai, China.

The LEGO Group has confirmed that the new landmark site will be its 37th store in Europe and cover 5,420 square feet over two floors in the prestigious Swiss Court redevelopment on Leicester Square.

A recruitment drive will commence in May 2016 and create approximately 45 permanent jobs in central London.

‘Our stores provide a one-of-a-kind shopping experience and our new venue is in a fantastic location for visitors to the Capital. It will feature innovative interactive technology not yet experienced in a LEGO store and be a fun and engaging encounter for all the family,’ said Ward Van Duffel, Vice President, Direct to Consumer EMEA, the LEGO Group.

“The introduction of retail outlets in key locations worldwide forms part of our growth strategy to inspire the LEGO builders of tomorrow. We are confident that the LEGO Store, Leicester Square will realise this and provide residents of and visitors to Central London with a must-see destination in a unique environment.”


I don't go into central London that often these days so I'm not familiar with the area but presumably it will be in this building:

Click on the image to see it in Google street view.

43 comments on this article

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By in Germany,

C'mon, LEGO! What about Stuttgart!!! :-D

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By in United Kingdom,

That's cool, great central location. I look forward to hearing what these new technologies are!

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By in United Kingdom,

Should be good if the PaB wall does a NYC. But...

I think the Midlands needs one more and I don't even live there. Massive void between MK and Sheffield/Manchester.

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By in United Kingdom,

That looks like the building, it has been finished now and already contains M&M's world so visitors can combine brighly coloured sweets and bricks!

It was formerly the Swiss Centre - hence the Swiss Court name and you can see the Glockenspiel presented by the Swiss on the right of the building.

Its about time there was a Lego store in Central London and I am sure this one will do well.

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By in United Kingdom,

Thank you @Calv.

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By in United Kingdom,

Actually, sorry, Calv is mistaken. The old swiss center is what you can see on the right of the image you posted Huw, you can even see the sign for M&M's world behind a pole. Easy mistake to make though, that building is very new as well but has been standing for almost 4 years now.

The building under construction is still very much unfinished but is planned to be completed in this years third quarter. There are some images of what the finished building will look like here: http://www.lsqlondon.com/retail.html

I can't wait for it to be done, I've had to walk past it every day for years to get to work and I'm bored of looking at hoarding! The LEGO store is very exciting news, I'll see if I can weasle my way into the opening day and I'll report back :)

PS: There's a really cool interactive historical timeline of the area on the LSQ website as well: http://www.lsqlondon.com/local-history.html

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By in United Kingdom,

There used to be one on Regent Street but it closed several years ago.

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By in United Kingdom,

Thanks @DutchGuard!

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By in New Zealand,

Great for London but I can't understand why they've not got one in Birmingham's Bullring shopping centre, or in Auckland even, well, maybe I can understand that; we can but hope!

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By in United Kingdom,

Another one in London?! As others have said, what about Englands second city, Birmingham?

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By in United Kingdom,

^ Tried and failed.

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By in China,

exciting, l love it

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By in United Kingdom,

Exciting! I go to London in September, but presumably late 2016 will be after this... :(

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By in United Kingdom,

My goodness, this store will be absolutely heaving when it opens!

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By in United Kingdom,

Wish Birmingham would have a LEGO store, but I'm still glad Central London will be getting one.
Shepherd's Bush will still be my local in London (when I visit).

Hoping I can attend the opening day for the Lego Shop Set, but need to know the date :)

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By in United Kingdom,

Again Birmingham used to have one in the Bullring up until about 2010 I think.

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By in United Kingdom,

From what I remember of this area of London 20 years ago, this store will be absolutely packed with tourists most of the time. Leicester Square Tube station is at passenger capacity for a lot of the day, arriving at Picadily Circus might be easier?
The store should do really well commercially.

I still hope for a new store in the Broadmarsh Centre Nottingham, when the council get it redeveloped with a new pedestrian area.
Although Leicester would also be okay as a new location for a shop.

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By in United Kingdom,

It's about time they tried Birmingham again though. I'm sure it would be a much better success these days with the increasing number of licensed themes. I don't actually remember seeing the previous attempt. With all the regeneration in the area from Grand Central and the extended metro links, to the forthcoming Pavilions development and Paradise it's making it a bigger destination than ever before. They would be foolish to completely ignore the second city. I live near Wolverhampton and my 'closest' branded store is Manchester which is a bit poor really!

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By in Germany,

Interesting to hear about the failed attempt in Birmingham. I heard the same about a location in Germany. If I remember correctly there used to be a Brand Store in Wiesbaden which didn't make it.

The only difference in LEGO Brand stores I have seen so far is the selection on the PaB wall, so I really hope that a "flagship store" will give us AFOLs a little extra here.

Looking forward to the opening.

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By in Canada,

I was just in Leicester Square and wondered what they were re-purposing the building for. Now I know!

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By in Ireland,

How about one in Ireland???

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By in United Kingdom,

Looks to me like the whole ground floor frontage has M&M stuff on show. Are they leaving? Or is LEGO going to be down one of the side streets, in which case it won't get anywhere near the footfall.

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By in United Kingdom,

Oooh, I can buy my Nespresso, Lego in one hit. No need to drive to Westfield.

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By in United Kingdom,

^^ it's beleived to be in the building to the left, not the one on the right.

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By in United Kingdom,

@nahmidget I'm sure Birmingham closed long before 2010. I'm quite happy to be corrected but the only way I can put a timeline on it was what job I had at the time. That particular job was between 2000-2005, I went to the Bullring on the day it closed, in fact the metal shutters were half down when I got there. They also had the original Sandcrawler and UCS star destroyers in there so that ages it as well.
Anyway it was a while ago and the Lego market has changed hugely since then. Yes they should try the Midlands again, my vote would be for Touchwood in Solihull, affluent area, nice shopping centre and a damn site easier and cheaper to park than Birmingham.

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By in United Kingdom,

Too bad they're not taking over the M&M shop - it's loathsome.

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By in United Kingdom,

the building shown in the picture is still under construction and I don't believe would be finished by the end of next month. It will probably be in the old Nickelodeon Store building to the right of the M&M Store and on the opposite corner to where your picture shows.

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By in United Kingdom,

How about a store in Devon/Cornwall?? I wouldn't have to drive 260 miles to my nearest store of Cardiff!!!!

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By in United Kingdom,

Yay! Working in Central London, this will be far more convenient.

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By in Netherlands,

Bring lego store to Amsterdam. Sooo fed up of the bartsmit. Intertoys &toys xl. .. shop in Gouda is ok. But is not offal. But for sir wil give this flagshop a visit when visiting parents in the UK.

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By in United Kingdom,

The building on the left is called "LSQLondon" whilst the one on the right with the M&M world is called "Swiss Court" at least thats what my Googling turns up, so I am plumping for the one on the right.

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By in United Kingdom,

Will you be posting the opening day nearer the time? I would book a day off work to be there for that!

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By in United Kingdom,

Of course...

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By in United Kingdom,

Even before this store opens, London is the best served city in the world for LEGO shopping. With this new store, it will be difficult for anywhere to beat it.

When the Leicester Square store opens, that will be the third LEGO store within 45 minutes of my place. I genuinely feel sorry for AFOLs who have to travel vast distances to get to a store.

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By in United Kingdom,

@Calv read the article gloslegofan's posted. It's going to be in the building still under construction (48 Leicester Square). So, sadly, M&M's world is going nowhere. Swiss Court refers to the street between the two buildings, not any building in particular.

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By in United Kingdom,

^^ & ^ Yes, that confirms it's the building on the left of the image, then. Thanks.

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By in United Kingdom,

^^^^ "I genuinely feel sorry for AFOLs who have to travel vast distances to get to a store."

The irony is that it's probably fastest for me to travel halfway across the country in a train to London and walk over to the new store than go to my nearest Lego Store. Which is either Cardiff or Brighton... and I live near Bournemouth. The city centre (though not technically a city) here is severely lacking in any sort of toy shop at all, let alone somewhere that VIP Points are actually of value to me. I've still only ever visited the Brighton store one time, and the Westgate store one time, and that's it. But I'll concede that TLG probably think there's not enough market in the South West to make an Exeter or Bournemouth store viable. Maybe Bath?

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By in China,

I'm going to London this October, will it be open then?

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By in United Kingdom,

Very exciting. Looking forward to seeing this shop in action. I also hope for a giga PAB wall, that would be great. Perhaps it is good that this store will be competing with the M&M store. It will be packed though. Can you imagine, the hordes of children on an M&M sugar rush bouncing off the walls at the Lego store.

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By in Ireland,

Oh dear. The only thing that keeps me restrained is that the Westfields take so long to get to. Leicester Square is dangerously close to work. Fare thee well, bank balance.

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By in United Kingdom,

Pretty sure based on the picture that I'm right in saying this is right opposite the M&Ms (and Nickolodeon) stores?

I really have no idea how M&Ms, which are basically Smarties but a lot less tasty, sustain an entire shop... I've been in and marvelled at the amount of confectionary based paraphenalia available, but the place is insane, and the ground rent must be phenomenal.

Looking forward to seeing how this place turns out though - if they have display cases in store, which I'm sure they will, this will be a plum place to have your MOC displayed!

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By in United Kingdom,

This is less than 15 mins from my office.
I fear for my bank account...

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