LEGO Expressions : Visitors can have fun with LEGO Minifigures who mimic their facial expressions.Walls, floors, and ceilings are brought to life with light, sound, and music for a truly interactive build and play experience. The Brick Lab: A world-first retail experience that immerses customers and their LEGO builds in an amazing virtual world.Retailtainment will blend physical and digital experiences that allow shoppers to immerse themselves in the famous LEGO brick, as well as create personalised products. It will also be the first store in the UK to feature the LEGO Group’s new ‘Retailtainment’ concept. See what kinds of fun designs you can come up with yourself.The LEGO Group is to overhaul its Leicester Square store to make it the brand’s largest in the world. I didn’t end up ordering one, but I had fun configuring my own IGN guy. You can configure and order your own LEGO minifigure here. The company hints it will add more customization options in the future, and says it welcomes suggestions from fans. The resulting minifigures are just like the ones that come in LEGO sets, so they’re 1.5 inches tall. You can enter text in a variety of fonts and colors, and decorate it with images from a number of categories like sports, animals, accessories, and more. You can select what kind of shirt or outfit you want for your minifigure. Where you have the most creative options is on the torso. The legs and accessory options are also pretty straightforward. There’s not an overwhelming number of options, which makes it pretty easy to view all of the possibilities that might appeal to you. You can pick your figure’s face and haircut or hat. It’s not quite as fully featured as Microsoft’s lab, but it does offer quite a bit of LEGO minifig customization. The Minifigure Factory reminds me of the Xbox Design Lab, where you can customize your own Xbox controller.
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