Although the LEGO® Store might not be considered a secret in the grand scheme of things, it’s definitely one of the best things to do on the tourist-driven Leicester Square, especially if you’re an avid LEGO enthusiast. The sheer size of the store is impressive, but it’s the awe-inspiring immersion and incredible attention to detail that transforms this place from your average retail experience to a whole lot of fun for the whole family!
From towering LEGO replicas of iconic London landmarks to its infectiously playful atmosphere, the store is a love letter to everyone’s favourite building toy, built brick by brick by the best LEGO artists.
The record-breaking LEGO® Store
Beyond the fabulous displays, it holds the unique distinction of being one of the biggest LEGO Stores in the world, boasting a similar size to Sydney’s superstore, which overtook London as the largest when it opened last year (September 2023). Only a couple of stores come close to this scale, making our flagship store an absolute must for lovers of the brick.
With two sprawling floors that are jam-packed with immersion and jaw-dropping models, the fact that this is London’s flagship store means that it also features some of the rarest sets and exclusive releases that you won’t find elsewhereso you should sometimes expect a queue outside that’s not purely based on the hustle and bustle of Leicester Square, but also LEGO’s devoted fandom.
Breathtaking LEGO® displays at Leicester Square
Among the store’s many highlights, the stunning LEGO recreation of Big Ben stands out as the magnificent entryway display. There’s also a life-size London Underground carriagea model of William Shakespeareand so much more–all constructed with thousands of tiny LEGO pieces.
However, it’s not just the landmarks that attract the crowds. They also have an entire section devoted to the Wizarding World, with LEGO versions of the sets and characters. This magical corner of the store is brimming with everything witchcraft and wizardry, including a set of Hogwarts, Harry Potter himself, and beyond.
The fun doesn’t stop with the impressive builds, as there’s a plethora of interactivity and fun retail experiences on offer. The young and the young at heart can try out the store’s LEGO Mosaic Maker, which lets you create your own LEGO portraitor create a miniature LEGO version of yourself by building your own Migifigure. There’s also seasonal events and special offers, so it’s always worth checking the website (see below).
There are endless opportunities to get hands-on with the bricks, whether you’re looking to buy or just admiring the creativity. It’s a must-visit for tourists and locals alike, so be sure to stop by the next time you’re in the Leicester Square area.
📍You can find London’s LEGO® flagship store at 3 Swiss Ct, London W1D 6AP. The nearest stations are Leicester Square and Piccadilly Circus. For more information, click here.
