New ‘landmark’ site in Swiss Court redevelopment will be 37th store in Europe.
The LEGO Group has confirmed that it is to open a flagship store in London’s Leicester Square.
The company is aiming to create a ‘must visit’ destination for LEGO fans and tourists.
It already has an exclusive selection of brand stores worldwide and the new London outlet is currently planned to open in late 2016.
It follows the recent unveiling of the LEGO Store in the Les Halles district in Paris and the Asian flagship store in Shanghai.
The landmark site will be the 37th store in Europe and will cover 5,420 square feet over two floors in the Swiss Court redevelopment in Leicester Square.
Ward Van Duffel, vp, direct to consumer EMEA at The LEGO Group, said: “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.
“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.”
