A pleasure to my eyes!

i like it..

BEAUTIFUL ! Different from previous years, reminiscent of the Pet Shop (smaller builds in a larger set). I love it.

Love it, can't wait!

So good! And the price. Is that correct? £169.99 in the UK?

I was not sure I would be able to justify the cost having see the pictures and piece count. But at that price I can!

Wasn't expecting to see this so soon! It is a pleasant surprise, however :D

Is the UK price right?

Awesome, my bank account thanks me that I am only interested in an other (Pick a Brick, Marvel SH, SW) ranges and not in this.

Absolutely stunning! So many nice details and cool new pieces! Can´t wait!

Tremendous! Been looking forward to the pics coming out. Not disappointed.

This is a wonderful set, but out of my price range. My son has asked for (and received) modular building sets for the last few birthdays, but I won't be able to get this for him. If it had been sold as two separate sets - one regularly priced full-size 32x32 set and one cheaper ($99.99) 32x16 set - we'd end up getting both over time, but unfortunately as it is now, this won't be making its way into our house...

Moustache guy rocks. :P

Pretty cool set.

OMG!!!!!!!!!

At first the $280USD took me by surprise, then I saw that it has 4k pieces! I do like that it's a baseplate and a half wide, that'll definitely be interesting! Does that mean that (I presume this would depend on how well this set sells) we could be seeing smaller half-baseplate wide modular buildings in the near future?

That´s a true masterpiece. Amazing.

OMG!!!

Looks like a winner to me. Looking forward to the 'micro LEGO® train, modular buildings and Eiffel Tower'.

Is it 1/1/17 yet??? Looks like a lot of great detail in there!

Anyone else notice that it only mentions the Parisian Restaurant, Detective's Office and Brick Bank as being a part of an "entire town" with the new Assembly Square. That seems to suggest that both Pet Shop and Palace Cinema may get retired at the same time this year.

Assembly Square looks magnificent, though! Wonderful color combinations and a return to form of dedicated focus on exterior design. Price is steep, but this one looks worth it!

Always wanted a modular set but never bought one but I think this may change that.

Many great little details. Look forward to getting this to build. The wait is just so long!

Now I know where my VIP points I have racked up are going!!!

I do hope that's the correct UK price

Oh my! I was running out of space before this announcement, now I need to seriously consider moving or building an extension! After some of the misses of this year's big sets, this looks incredible...just when you think the Modulars can't get any better...

4.2p per piece?! Wow that's good! Here's hoping that 2017 is a better year for d2c sets!

The buildings are all narrow...it's almost like they are daring you to buy two and double the width of each.

Meh, it looks alright. Looks a bit thrown together in a minute.
Looks quite good

Aww, now I don't have a press release to look forward to on 1 November

Totally getting it. :)

Sadly, considering the exchange rate at the moment I can't believe the UK price is correct.

Wauw! That fold-out couch is really cool. Definitely getting this set!

That is fantastic! Loving the ground floor windows on the bakery; very interesting part usage!

I suspect the UK price is correct: remember, TLG are looking for an appropriate price for the 2 or 3 years this is on sale, not for now.

Wow!

Awesome, as all the others, but at these prices, i prefer to buy various other sets instead.

Don't zoom in! So many pieces on crooked - oh my eyes!!!

I'm guessing £269.99 is more likely.

I think at that price, I would've preferred one larger and one smaller building. Having three smaller buildings makes it look a bit slapdash and not very cohesive. I'm not sure I like this trend (as with the DO). Also, the middle building is very reminiscent of Green Grocer. I do like the color scheme of the left building!

Designer video: https://youtu.be/Us2FDBUxjUg

Jamie has game. I have at least a copy of each of all of these - I couldn't possibly stop now. With a price per part ratio this low (similar to Green Grocer), I may have get 2 :-)

Shut up and take my money!!!!!! Won't be able to just buy one. Aaaarrrrggh!

^No, one 32 x 32 and one 32 x 16

Oh my goodness this is so great! Looks incredible and love the assortment of shops they include, especially the music store! Can't wait for this! Acceptable price too considering the piece count, I was expecting $300 at least.

US $280 = NZ $390
GB £170 = NZ $290

Definitely something screwy with the prices. If this ends up costing less than NZ $450 then I'll be *very* surprised. But once it's offered with a decent discount ... bought!

Excellent set though. Lots of nice "homage" touches. And those new pieces! So many new detailing possibilities.....

F-A-N-T-A-S-T-I-C !!!

Wow.

I didn't think they could top the Disney Castle, but they've done it!!

I really hope that price is accurate; even then I'm not sure I can afford it (I really want the Ideas fishing hut and I had thought of it as my big purchase for next year), but it'd be nice to see such excellent value on price-per-piece.

Beautiful!!!

Mind is blown...

Unbelievable set indeed. The best thing about this is probably the fact that the height of the building(s) seems to have grown! I really hope that they won't shrink the modulars any more.

I've been a huge fan of the Modular Buildings for a long while now, however due to budget constraints have never been able to get into them and also satisfy my need for trying to collect each complete Star Wars wave. But this thing though, it's so beautiful, and a pretty good bargain for price/piece count, makes it very trempting to buck my SW only budget tradition.

A nice idea but looks a bit of a dogs dinner. Some lovely interior details however.

I think I'm gonna use my money for an actual dentist. Although this is a great set. I'm determined to never get any trains and end my Modular Street with Brick Bank (it begins at Detective's Office).

I love it. This is a wonderful set! I'm very very impressed.

If the GB price is right I am getting on a plane to london on 1.1. :D and I can already see The Beatles in the music shop :D

I really like this, although looking at the photos, I'm disappointed with how messy the right hand side looks (looks really bad in http://images.brickset.com/sets/AdditionalImages/10255-1/10255_Back_23.jpg).

This would be my first modular, I'd be tempted to buy another just to hide that mess.......

The amount of detail in that set is obscene! Day one purchase!

I'm fascinated by the fact so many people complain about the price. Living in New Zealand, you're complaining about paying HALF what we will have to pay.
US280 is NZ400, GBP170 is NZ300, and yet this will land here for NZ600 no doubt. I don't understand Lego's international pricing at all.
That aside, it's a nicely detailed set, big with 4k pieces. Very nice,but not something I'll be able to afford

Wow! Saw some images earlier this afternoon and was sure someone had done a PS job - so many stories, details and styles!
Almost like they want you to buy 2-3 and make each building bigger.... :D

Just loving the facade on the left with "brickwork" all the way, more than 100 bricks just for details on top floors alone.

Can't wait to build this. Well done Jamie and the rest of the LEGO team. Keep up the awesome work. Here's to 10 more years of Modulars! :)

It's beautiful... And it contains so many new pieces! Along with my favorite long-overdue piece, the 1x1 with 2 adjacent studs on the side.

@ Armante:
The international prices have to include import taxes, duties imposed by your own government, shipping costs, market demand, etc. This is why some countries are consistently higher priced than others. New Zealand charges LEGO import duties, and LEGO simply passes the buck by charging a higher wholesale price and placing a higher suggested retail price in order to pay those duties and the shipping. This is why you would not be cheaper to order from UK and have it drop-shipped to you. By the time you pay the shipping and duty, you may well spend over $600NZD despite the fact you only paid £169 to have it drop-shipped.

This is just stunning. Beautiful. Spectacular. Love at first sight.

I had great expectations about this set, but I think it is actually not that great. For an "Assembly Square", there is not much to assemble / switch, and that middle building... how ugly is that! A bad rehash of the Parisian Restaurant. Also the left building is AGAIN in style of Brick Bank and Grand Emporium and the right building is AGAIN with a little tower. I don't think the set is refreshing, it is just another modular building... Now three small buildings with a square. Like I said, I had expected LEGO would have amazed me with a sublime building...
Weird that so many are so positive here...
As a criticus I must say the interiors are really good, though!

What's that? All is now good in the world? Well, for the first 3 days of having this set (if only), I think it will be, voice inside my head! But really, this looks incredible. Imagine 2 of these facing each other... Beautiful.

I think the price is great for us in the UK and is fairly in line with the price and piece count of other recent modulars. Usually Lego is very expensive in the UK compared to USA, so it's nice we get a good value set for a change. I feel sorry for fans in other countries as those prices seem high. Amazing set, can't wait!

That is just an phenomenal looking thing... should have known Jamie would make something awesome for the 10th anniversary, right?

I thought Café Corner came out in 2007?

Honestly LEGO. Will the 2018 one be 1,000$? I mean really. This is insane and if LEGO fans can't see that then you are the problem.

10 years of modulars is celebrated with this set.
50 years of Trains is... ignored.
Tsk.

Starting to feel cramped. They pack all these stores in this small space. A dentist's office with one chair? Has that ever existed anywhere? A pool hall with one pool table? A barber shop with one chair? I dunno, I would prefer each get their own set, or at least an entire floor. I have all other modulars so maybe this 10-year anniversary set will mark my exit from the theme.

The fact the baby has new sparklish eyes bothers me so much :D

Day 1 purchase!

So for the 10th anniversary set, they just combined the past sets into one mess? I could care less about the quantity of lego pieces. I was disappointed to see this mashup as the annual modular set, maybe it could have been passed off as them 70$ creator sets. Waited a whole year, like others have said.. this may mark the year I exit from the whole theme as well.

Still have yet to get the bank now I have to get this too. I need to find some money fast

@BigAraWalkedToMe & @LegoTimer
Totally agree.

i want it

@ggfile : If you take sales taxes out of the equation - since they're paid by the importer/purchaser, *not* by LEGO themselves - then the baseline prices vary quite wildly around the world, far more than would account for shipping.

The bottom line is that LEGO's price-gouging policy is a mess. A good example is comparing prices in New Zealand and Australia : despite the near-parity of currency, taxes and shipping costs, NZ's prices are considerably more. The travesty "new" Death Star costs over 10% more in NZ, and the Ghostbusters Firehouse, Disney Castle and Winter Holiday Train are all 20% more.

The value of the pound has done into freefall since Brexit, yet this hasn't been reflected in pricing. The LEGO Group also seem to have tightened the screws on Amazon recently because they've suddenly stopped shipping LEGO from the UK to NZ, with no reasons given.

It just looks like TLG are instigating more shady dealing to clamp down on a free market economy and maximise their profits, while simultaneously using over-pricing in some markets to subsidise prices in other regions. All very dodgy, morally reprehensible and arguably illegal.

To those questioning the NZ pricing - half of it is the volume - they sell tens of thousands of a set (at best) in NZ, compared to hundreds of thousands, if not millions of a set in the U.S. they can afford to price it cheaper due to the economies of scale.

The other is that the U.S. has its own 600,000 square foot Lego distribution center so it gets big savings on logistics within the U.S. compared to places like Australia and NZ.

I've been collecting from NZ for 15 years, and the best thing you can do is sign up for emails from ToyWorld, Toyco (the biggest Lego seller in NZ), Farmers, Mighty Ape and Fish Pond. Between those sites there are at least thirty 20% off sales on Lego every year - which brings the cost down to much more reasonable levels, more or less equivalent to the USD retail price.

WOW this is good.
So many wonderful parts and details.
I want one and with a LEGO store opening here in Sunny QLD in November, getting hold of one will be even easier :)

Huh, I expected something more... square.

All I can say is WOW just WOW!!! This really is a must have set, so much detail, truly fantastic. Jamie has surpassed himself with this masterpiece. I can see many nods to the previous sets. Looks like it's straight to the Lego store for me on Jan 1st. 4,000 pieces, many printed and unique all for £169.99!!! Take my money!!!

@PicnicBasketSam, Cafe corner did come out in 2007, this comes out 1st Jan 2017 so it is correct for 10 years.

I'm slightly disappointed. As undeniably great as it is, I'd have much preferred Lego use the opportunity of a higher priced modular to give us a single extra large building instead of what essentially seems like one and a half regular modulars.

This new modular (as with all of them) could definitely benefit from some more breathing room between buildings. I've created some separation with my layout using some old 8x32 baseplates for alleyways, etc. I'm on the fence about the trove of details packed into recent modulars - I could do with fewer details "in the box" and a lower price point.

@PicnicBasketSam: Yes, and this one will come out in 2017.

@The Green Brick Giant: Why are you acting as if the price will just keep going up from here, instead of this just being an obvious special exception like Town Hall was?

^ Because the price *will* keep going up from here? That's how it's been working for a long time.

It's gorgeous, but in Australia it's gonna be *monstrously* expensive, so it's really nice to look at, but not worth buying.

I'm more interesting in the sets going forward. This one is one and a half baseplates, so if you're trying to make a block of these modular buildings, now you're 16 studs out of whack.

This may be the first modular set that I actually want.

WOW! I want it, I want it, I want it! This set is fantastic!

A first day buy!

Words cannot describe how amazing this thing looks...time to start saving!

I love it. I is a tribute to the previous modulate. The blue from the Petshop, nougat from the City Hall, the cafe awnings from Cafe Corner and the sand green from green grocer. It's a perfect mashup of most of the retired modulars. I can't wait to add a bunch more guitars and build some nice amps to go in that music studio.

Cannot wait! I have every. single. one. of the modular buildings including the "Market Street" set released in 2007 as well as the mini modular set. They look fantastic set up in my Lego area and this will be a wonderful addition!

@Zordboy: That's completely untrue. With the NORMAL-sized modulars, it's true that the price rises steadily due to inflation. But this is not a normal-sized modular.

Compare the modular prices from 2011 to 2013. Pet Shop in 2011 cost $150. Then Town Hall in 2012 cost a whopping $200. But did the price continue to rise after that? Nope — the 2013 modular building, Palace Cinema, went right back to $150. Town Hall's price was not a sign that every future modular building would cost $200+. It was just a special price for a special, super-sized 5th anniversary modular building.

The same applies here, except for the 10th anniversary instead of the 5th. Maybe if the modular buildings continue through 2022, the 15th anniversary building will be as big as or BIGGER than this one. But you'd have to be a total buffoon to look at the price of this one and assume "oh, I guess every modular building from here on out is going to cost $280+". Not when we have already seen clear-cut evidence of that NOT happening with the previous anniversary edition modular building.

I'm considering flying to London to buy it at £169.99. That's just too good a deal!

I wonder how long it will take for lepin to rip this modular off.

WOW! I don't have room or money to start a Modular habit but this sure is tempting me towards a slippery slope. The details are just stunning. I'm in awe of how the designers made each room work and tell a story in such a limited amount of space. Can I also say how much I love that the Lego superfan is a woman? She accurately mirrors my own attempts to cram this addicting, space-consuming hobby into a tiny apartment. Bravo! :D

MrDoofa ... let's be honest, Lepin probably already has one of these in production :(. And if they didn't, they do now.

This is great! Will hopefully get it. Any ideas on a reliable AU price? Currency converters from US dollar to AU dollar say $360. Will it be $350 or lower?

Overall it's a good looking set, and certainly a day 1 buy for me. I do have to say that it is a little disappointing in a few areas.

Some of the design homages to previous sets comes through as just a rehash. The middle building looks like a poor copy of Parisian Restaurant, and the left and right buildings look like a slightly jazzed up version of the Creator Bike Shop sets.

The 32x32 + 16x32 is disappointing too. I was hoping for at least 2x 32x32 footprint for a 10th Anniversary. The half plate difference can really throw out street designs since every other modular has been 32x32.

I think I really need to see this set up close to appreciate it better.

Full blown awesomeness !!!

I've see a lot of comments about the cost comparison in different countries, taking just the exchange rate into account. A few people have also pointed out local and government taxes too. I haven't yet seen anyone mention cost of living / wage comparisons in other countries. OK, so you may find than an equivalent set in New Zealand is £250 instead of £170 as it is in the UK, but then you may also find that the equivalent jobs in New Zealand get paid a lot more too. A quick google seems to indicate common jobs (Nurse, Teacher etc) all get paid a few thousand more than the UK equivalents.

If you also take Income Tax (17.5%, 30% in NZ, compared to 20%, 40% UK) and National Insurance (10% UK - I don't know if NZ has this) the the UK average Joe may get £8,000 per year less in their pay packet than the Average NZ joe.... so you can't then complain you have to pay £100 more for a given Lego set.

OK, so I may have missed out on a load of other details, or the figures may not be accurate, but my point here is that you can't just look at the base line figures and feel you are hard done by. There are loads of other influencing factors. Let's face it, here in the UK we need cheaper Lego to make up for all the rain we get, and only 2 weeks of sunshine a year...... :)

I don't want to sound negative here. But I was really hoping it would be a hospital this year. It looks like a great set, but if there is one building that is missing from the city scene it is a great hospital, and follow that up with a School, a library and a museum. Lego really missed a beat here.

@OuterRimTradingCo
Maybe LEGO starts with a modular building 32x32 and a modular building 16x32.

@LEGO
That is a hint ;-)

This Modular is a pleasure to my eyes! The detail, the pieces, the minifigures, and so much more is all so incredible! This is by far the best modular building yet!

I was pretty scared when I first saw this, but the UK price seems actually ... fairly affordable!?!

Wow, what a beautiful addition to the Modular family. It looks a bit thrown together, but then again I gotta have it to complete my collection. My wallet is having a small fit.

This is something that I'd really like a lot, if Lego were to make the little baby figs in normal flesh tones as well as the yellow. All I can say is, the sooner the better.

I like this, but I do not care for the price. Glad I have some VIP points saved up.

This Is Awesome I Definitely Want This

I love the set and will save my $$ for it come January, but I have to agree that Lego prices are getting very high and if they don't do anything about the cost cutting, some bad things will happen. I am sure Lepin is definitely burning the midnight oil and start up their copy machines.

@KnightOfNi
OK, lets talk about price to income ratio.
Average monthly salary in my country is about about 4200 PLN pretax, and about 3000 after all taxes. So you have to pay about half of monthly average income for GHQ (1600 PLN) set or for Disney castle.
And how it is in UK?
And thats not all. If I would buy GHQ in UK, I would pay about 1300 PLN. So in UK this set is about 20% cheaper than in Poland.

Wow, lego got it really right this time.
This is what modulars are all about.

holy lords of Kobol!!! I must have it!!!!

@parsom
You make a good point, though if you talk price to income ratio you should probably also talk about cost of living. For instance in one country an item may be half your monthly income, but you may have 25% disposable income due to low cost of living, meaning it would take 2 months to purchase. In another country the item may only be 20% of their monthly income but they may only have 5% disposable income due to high cost of living meaning it would take them 4 months to save up. I think we both agree there are many factors which is why people making statements such as 'Oh my, you have it so cheap and good over in your country' are potentially meaningless when just based off the exchange rate.

Also, while you say we get it cheaper in the UK, Poland is in the EU and single market, so you could argue that it is the same price for you depending on where you purchase it.... in fact Poland in theory get the option of buying in from the UK in GBP, the rest of the EU in EUR or from your own country in PLN with no barriers. The high price of Lego may be due to Polands reticence to adopt the Euro and keep with their own currency, or maybe it's just a sign that the single market doesn't really work!

The roof of the florist shop is made out of bulldozer shovels.

Its nice, but I long for the old days when most of the modulars were $150!

On the whole Lego is starting to become an extremely expensive hobby although this set is actually reasonably priced in the U.K.
Lego do need to be careful as they will start to price people out of the hobby and will force people to look at the alternatives out there.

Overall, quite a nicely done set. Love the colors and the homage to previous 10 years of Modulars! I do like the look of the three slimmer building as I think it helps to break up the look of single buildings built 32x32 and instantly adds more diversity to the economy of my city. When you visit a big city (or live in one) you see that the buildings are not all uniform shapes and sizes; there is all kinds of diversity and some of that comes with age as well (a new building goes up next to one with older architecture). I really dig this set as it breaks up the skyline of my city.

Wow! It looks like they went all out on this one! Providing another set for filler but also including the need for more business to complete our city blocks. As an artist I am pleased with the inclusion of a creative businesses ;) Excellent job Lego!

This set is great, not only for the obvious reasons, but you can learn Economics just by reading the comments! :p

mrdoofa, why you think LEGO is now using Lepin? It's because LEGO sees them as a threat. LEGO charges $300 for something Lepin sells for $40.

Before I get to my opinion of this model, let me just say happy anniversary to the Modular Building line! You have filled so many people's hearts with joy over the last ten years!

I think Jamie Berard has done it again! I absolutely love this modular building and all the tiny homages it makes to its predecessors. I love the color scheme and the fact that it is such a revolutionary style of building for the theme. I am very happy that they included a remake of the original cafe corner signage and I think it looks brilliant! Excellent use of garage doors in my opinion and cannot wait to get my hands on some of those new SNOT bricks (and the model itself, of course). I deem this modular worthy of the celebration! (Little Mjolnir joke. Had to be done :P)

WOW....I absolutely love it and it's a must have to my ever growing collection of Modular Buildings. Love the light blue colour used on the left hand side and the little lane way between the cafe and florist shop which then leads onto the bakery. I also love the use of the glass panels on the bakery, gives it that very English touch. It always gets me how Lego manage to utilize the small space within each different shop to get the picture of what it is right, I always struggle to make mine look right without needing a bigger area. Love the little touches to represent the past modular buildings really nicely done.

As for the price, Lego has never been for the faint hearted but when you look at the quality and the fact that it lasts a lifetime, my collection will be handed to my son, who will then hand down to his kids I don't think we can complain....there's literally no other toy in the market that you can get that much use out of it and it's still ok to play with.

Anyway I would like to say a big thank you to Jamie Berard and the Lego team I think you've done an amazing job.

Defiantly a must have "Precious"

Is the hair piece on the flower shop lady new? I've searched BL high and low and i just cant seem to be able to match it

Awesome! This would be an amazing set to get! The only problem is its length throws off the evenness of all the other modular buildings (all the others are 10'' while this one is 14''). Anyways this would be crazy to get! :)

Just noticed: No prints / stickers on the windows of the flower shop and café...

@talos: The normal-size modulars like Brick Bank still cost around the same as Green Grocer or Fire Brigade when you adjust for inflation. Assembly Square is just a sort of "deluxe" modular for the tenth anniversary, much like the Town Hall was for the 5th anniversary. I expect in 2018 the price for new modulars will go back down to $170 or so.

@MarkBrow10: It's http://brickset.com/parts/6058193. The mold was originally used for Anakin Skywalker in The Clone Wars sets, and was originally used in that color for Sensei Garmadon from http://brickset.com/sets/70725-1/Nindroid-MechDragon.

All the people complaining about the size of the baseplate leaving a gap in their cityscapes baffle me. It's Lego. Build something to fit the gap.

Now that the modular building for 2017 is released, where is our new splendid ship in the pirates of Caribbean franchise?! Come on, I just can't wait anymore to see how awesome the ship would be!

I love the Victorian style architecture!

I love the set and will save my $$ for it come January, but I have to agree that Lego prices are getting very high and if they don't do anything about the cost cutting, some bad things will happen. I am sure Lepin is definitely burning the midnight oil and start up their copy machines.

I got the last 6 sets, and this is going to be the best of them!