The LEGO Group has confirmed plans to open a new store at Lakeside Shopping Centre in Essex, the group’s 23rd store in the UK. The new 217m2 LEGO® Store, located on the first floor, will be home to unforgettable immersive experiences, expert guidance from Store Associates, plus access to exclusive in-store offerings.
Designed to inspire creativity through play, the new LEGO Store will feature a range of interactive experiences such as:
- Unforgettable immersive experiences – including Pick-a-Brick Wall and Build-a-Minifigure Tower.
- Exclusive products – the LEGO Store Lakeside will be home to a large range of LEGO products including many exclusives including the LEGO Art Claude Monet – Bridge over a Pond of Water Lilies, LEGO Pokémon Venusaur, Charizard and Blastoise and the LEGO Technic McLaren MCL39 F1® Car.
- Rewarding offers – shoppers at the new store will also have the opportunity to collect LEGO Insiders loyalty programme points which can be used for discounts on future purchases or exclusive member offers.
- Local recruitment – later this summer the store will be recruiting for Store Associates, who will be at the heart of making the shopping experience fun for all shoppers.
Shweta Munshi, Vice President Marketing, LEGO Retail at the LEGO Group, said: “We are delighted to expand the LEGO Retail store portfolio by opening our 23rd store in the UK and our first in Essex. We have found the perfect site at Lakeside Shopping Centre, and the new store will allow builders of all ages to be inspired by the endless play opportunities LEGO building has to offer. This store will be a top destination for product launches and events, while acting as a hub for our LEGO community and new builders alike.”
Lakeside Shopping Centre is also looking forward to the addition to its brand offerings:
Nancy Foster, Centre Director at Lakeside Shopping Centre, commented: “Welcoming the LEGO Store to Lakeside is an exciting milestone and a strong reflection of our position as a super-regional retail and leisure destination. As a globally recognised brand built on creativity and play, the LEGO Store brings a highly immersive experience that aligns perfectly with our ambition to deliver best-in-class retail for our visitors.
Set against our iconic waterfront, Lakeside continues to evolve through significant investment, creating memorable experiences that drive footfall, dwell time and long-term growth. The LEGO Store’s arrival not only enhances our family and lifestyle offer, but also reinforces our appeal to brands seeking a thriving environment for commercial success. We can’t wait for our visitors to experience everything the store has to offer!”
The new LEGO Store takes the total number of stores in the UK up to 23 including in Oxford which opens this May, Belfast and Manchester and demonstrates the LEGO Group’s commitment to physical retail and immersive brand experiences.
Further details, including the official opening date of the LEGO Store Lakeside in Essex, will be announced soon. Information on careers and opportunities for Store Associates will be available at LEGO.com/careers.
