When it came to the Grand Re-Opening of the largest LEGO Store in the world on the iconic company’s 90th birthday we knew we had to well, go big. Utilizing a playful use of scale, to drive buzz throughout the city, we designed an experience that took the celebration and imagination to new heights. Eager to see the Leicester Square Store’s new features and builds, thousands of LEGO fans lined up in the square hours before official Grand Re-Opening. They were greeted by a life-size version of the iconic minifigure Lester, as he arrived by bus to kick-off the event. The festivities included a series of life-sized builds inspired by stories of Britain, national icons re-created in brick form, such as James Bond’s Aston Martin DB5, displays of Gringotts and Diagon Alley from Harry Potter, and landmarks including Buckingham palace and Big Ben. The event was topped off as guests gathered around a giant 90th Anniversary birthday cake created from thousands of LEGO bricks, as they sang happy birthday.
