LEGO’s new flagship store (and largest LEGO store in the world) in London’s Leicester Square is a great exercise in creating a space that embodies a brand. Not only can customers shop for LEGO products, they can also interact with life-sized LEGO models, and create a personalised LEGO mosaic to take home. The digital endless aisle means that customers can browse through all of the sets available in-store and even send a message to the smart watches of staff if they need assistance.
Read more about the store here
