LEGO To Open New Store At Lakeside Shopping Centre
The LEGO Group has confirmed plans for a new store at Lakeside Shopping Centre in Essex, extending its UK estate with a location centred on interactive retail and in-store exclusives.
The LEGO Group has confirmed plans to open a new store at Lakeside Shopping Centre in Essex, taking its UK estate to 23 stores and marking its first location in the county.
The 217 sq m LEGO Store will be located on the first floor of Lakeside Shopping Centre and will feature interactive elements designed to encourage creativity through play. These will include a Pick-a-Brick Wall and a Build-a-Minifigure Tower, alongside expert guidance from store associates and access to exclusive in-store ranges.
Interactive Format And Product Offer
The store will carry a broad selection of products from the LEGO Group, including exclusive lines such as 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.
Shoppers will also be able to collect points through LEGO Insiders, which can be redeemed against future purchases or used for member offers. Recruitment for store associates is due to begin later this summer.
“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.”
Shweta Munshi, Vice President Marketing, LEGO Retail at the LEGO Group
“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!”
Nancy Foster, Centre Director at Lakeside Shopping Centre
The latest opening follows the LEGO Group’s continued investment in physical retail and experience-led formats across the UK, including its previously announced Oxford store and activity in Belfast and Manchester. The new Lakeside location adds another family-focused brand to the Essex destination’s line-up.
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