The UK's new flagship LEGO Store in Leicester Square will open on November 17th.

The new landmark store will be the biggest LEGO Brand Retail Store in the world, the 37th LEGO store in Europe and cover 914 sqm total area over two floors.

A LEGO Big Ben, made from more than 200,000 bricks, is currently being built brick-by-brick and will dominate both levels of the store. The LEGO store version will also feature a working clock face, which will be illuminated at night.

The store will also boast a LEGO retail environment, exclusive product sets, hands-on building areas, building demonstrations and a Pick & Build Brick Wall.

“We want to inspire and develop children across the globe through creative LEGO play experiences, and our LEGO Brand Retail stores allow children, parents and fans to explore the many different LEGO products while getting a truly unique and immersive experience of the LEGO brand," said Loren Shuster, executive vice president and chief commercial officer at the LEGO Group.

"I am looking forward with excitement to November 17th, where children and parents are invited to experience a world beyond their imagination as they venture for the first time inside the new store. I am sure that the unique brick-built symbols of London featured in the store will excite fans worldwide as well as in the UK.”

Also exclusive to the Leicester Square store is the new LEGO mascot, Lester the tea-drinking LEGO Minifigure.