I'm going to be honest, that store is the definition of hell. You always have to queue, the staff are "super-friendly" with a KGB grilling of who you're buying the set for, where you've been, where you're going etc. Children running around, tourists not interested in buying anything, extremely busy etc. Exclusive LEGO models: Fans can look out for incredibly eye-catching and unique 3D LEGO models throughout the store, with a newly inspired design based on ‘Stories From London’; bringing a combination of the City of London and British culture and entertainment to life in true LEGO form – it’s not to be missed! Tree of Discovery: An interactive model that showcases LEGO storytelling on a huge scale. The 880,000 piece structure will be the centrepiece of the store and is an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk.

LEGO fans formed queues hours before the official opening, eager to see the store’s new features. To mark the official opening moment, fans were excited to see LEGO icon Lester arriving on a London bus. The store is marking the occasion with a four-day event and fans from across the UK are invited to come along and join the celebrations. This follows an official preview event which took place last night, attended by celebrities including athlete Greg Rutherford, performer Kimberly Walsh and model Ellie Goldstein, amongst others along with their families. The new landmark store will be the biggest LEGO® Brand Retail Store in the world, the 37th LEGO store in Europe and cover a vast 914 sqm total area over two floors. Personalisation Studio: Visitors can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory. Lester is wisely equipped with an umbrella in readiness for the sudden rain showers which are a notorious feature of British weather. This element has only appeared in three previous sets and looks splendid, with impressive moulded detail throughout the folded canopy as well as a handle for the minifigure to grip.Refurbishment and expanded floor space means Leicester Square is now the world’s biggest LEGO® store Storytelling Table: LEGO fans can go behind-the-scenes of the LEGO design process with the new storytelling table. They'll learn about LEGO sets via interactive areas that allow them to “meet the designers” through interviews and videos displayed on screens. All while playing with the set in-front of them.

Interactive Storytelling Zone: Guests can celebrate the LEGO Group’s 90th Anniversary and explore 90 years of play in an interactive walkthrough experience which features products from the LEGO vault and fun for kids. The relaunch will take place in the summer holidays following a short closure for renovations from 26th June.There will also be hands-on LEGO experiences, unique to the Leicester Square store (and not available anywhere else) to inspire play and creativity in fans of all ages. LEGO fans in London and the UK are in for a treat this year as the LEGO Group is today announcing it will be overhauling its Leicester Square store to make it the brand’s largest in the world. The overhaul planned for this year will see it reclaim this crown. What’s more, it’ll also be the first store in the UK to feature the LEGO Group’s new ‘Retailtainment’ concept.