The LEGO Group, one of the world’s leading manufacturers of play materials, has announced that it will be unveiling its new UK flagship store in Leicester Square, London on November 17, 2016.

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.

A LEGO Big Ben is currently being built brick-by-brick and will dominate both levels of the store. Made from more than 200,000 bricks and taking an estimated total of 2,280 hours to complete, the brick-built replica will be the world’s largest version of the famous Elizabeth Tower built by the LEGO Group and will stand an awe inspiring 6.53m high. The LEGO store version will also feature a working clock face, which will be illuminated at night – just like the real thing.

In addition to a variety of large LEGO models showcasing the creative potential of the LEGO brick, the store will feature exciting new technology within a LEGO retail environment, exclusive product sets, include hands-on building areas, building demonstrations, a Pick & Build Brick Wall and new iconic LEGO experiences.

Also exclusive to the Leicester Square store is the new LEGO mascot, Lester, who is already in full public view on the store’s construction façade. Lester is the quintessential English gentleman – a tea-drinking LEGO® Minifigure who is an expert on all things pertaining to the capital city and all LEGO matters.

Loren Shuster, Executive Vice President and Chief Commercial Officer at the LEGO Group says:

“We want to inspire and develop children across the globe through creative LEGO play experiences, and our LEGO Brand Retail stores allows children, parents and fans to explore the many different LEGO products while getting a truly unique and immersive experience of the LEGO brand. I am looking forward with excitement to November 17, where children and parents are invited to experience a world beyond their imagination as they venture for the first time inside the new store. I am sure that the unique brick-built symbols of London featured in the store will excite fans worldwide as well as in the UK.”

The LEGO Group currently owns and operates 130 LEGO Brand Retail Stores worldwide and its new central London location is set to be the 14th in the UK alone.