The 5,420 sq ft shop, across two floors in Leicester Square, is Lego’s 14th in the UK and it’s 37th in Europe.

With more than 800 SKUs, the experiential store – complete with a to scale version of Big Ben – offers the largest range of Lego products available in any one location.

Virtual tour

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The flagship boasts a tube train model, consisting of 637,902 lego bricks, a Lego phone-box that weighs 700kg and Brickley the Dragon, which took 725 hours to piece together.

There is also a Mosaic Maker Photo Booth, a master-builder area and a ‘pick-and-build’ lego zone.

The flagship forms part of the brand’s ambitions to grow its global retail presence. Lego recently opened stores in Paris and a flagship for Asia in Shanghai.