LEGO Store Leicester Square (Warning: XL post!)

It's been a fun two weeks as a London based LEGO fanatic enthusiast, in the build up to today's opening of the Leicester Square store (the biggest in the world!).

A fortnight ago tomorrow I discovered that LEGO were running a photo competition with a very tasty prize: the Tower Bridge, Big Ben, and Creator Mini sets, along with a pre-opening event yesterday evening where you could get into the new store before anyone else. I'm partial to taking the odd minifigure photo or two, so I thought what the hell, why not?

Just to get it out of the way, I wasn't one of the five lucky winners (he says, through gritted teeth) but I had a blast doing it. The brief was to capture a minifigure 'doing something entertaining and LONDON-like', so I grabbed a load of minifigures and headed out early on Saturday morning. I walked close to twenty kilometres that Saturday, arriving back at around 6pm with three contenders (or rather, a few dozen variations thereof. They are the first three photos in the link above, for anyone interested).

On the day that the world sank into malaise over the US election results, I had the double whammy of finding out I wasn't a winner, so I promptly booked today off work so I could queue up just like everyone else. This morning I got myself out early and arrived at around 9.30 for the Noon opening, and I wasn't the only crazy person - there were a good 50-60 people ahead of me. I jumped into the queue that started growing rapidly behind me. The time went pretty quickly; there were staff on hand entertaining us, primarily by throwing copies of 40139 (last year's Gingerbread House promo) into the crowd (seriously, they must have had tonnes of those things lying around).





About 45 minutes before opening those of us close to the front were led to the front of the store (still behind closed curtains) where they were setting up for the opening. The staff continued to try to keep us entertained while we waited impatiently (and cold!), including getting a few choruses of Everything is Awesome! going. At around 12.05 we had an introduction from the CFO of LEGO, followed by a speech from the Mayor of London. Finally, they opened the doors, and started letting people through in controlled bursts.

I was in the first wave, picked up the set I had planned to get (10247 Ferris Wheel) and went straight for the counter without stopping to look around, just to make extra sure I got a copy of 40145 LEGO Brand Retail Store - it was being given out with purchases over £125, but in limited supply. I also got 40222 24-in-1 Christmas Builds and 5004420 Toy Soldier. Everyone also received a scratch card, with which you had a chance of picking up either the Lester minifigure or 30472 Parrot - unfortunately I got the latter (I only found out afterwards that only 300 or so were produced, so no surprise). But hey, I can't complain about my haul.

My intention was to look around after I'd gotten my purchases (there is so much to see in there, they have put crazy effort into it) but honestly, it was too packed - the whole shop floor was a queue for one counter or another. I was a little star-struck to see legendary designer Jamie Berrard there, signing copies of Big Ben. I left the store with hundreds of people still queueing to get in. I happened to pass the store three hours later, and they were still operating a queue of hundreds to get inside - the early start was well worth it!

Looking forward to getting back sometime - luckily I can just pop back and try to find a time when it's not teeming with people, and hopefully get a better look at all the special displays (Brickset has a detailed report on the store).

If anyone is thinking of coming to London and is able, I wouldn't hesitate. I haven't really seen the place properly but it is special. Feeling very lucky to have come back with this lot: