Denmark-based toy company The Lego Group has opened what it claims to be the world's largest LEGO store in Sydney, Australia.

Launched in partnership with retail investment platform Alquemie Group, the store is located at Sydney Arcade, overlooking Pitt Street Mall.

The 900m² store spans two levels and features the first LEGO Minifigure Factory in Australia, as well as custom-built large-format brick structures inspired by local icons and architecture.

The Sydney Harbour Bridge structure was built with 549,378 bricks and the Sydney Opera House Mosaic was constructed with 303,719 bricks.

The LEGO Minifigure factory allows guests to customise their own LEGO minifigures and features a storytelling table and a pick-and-build wall.

The store also offers hands-on play opportunities such as the LEGO play wall and brick specialists on hand to help customers find the perfect LEGO set.

LEGO Australia and New Zealand vice-president and general manager Troy Taylor said: “It’s a great privilege to open the world’s largest LEGO Store in Sydney. With immersive features, creative play experiences and playful nods to culture, Sydney's new store will give LEGO fans of all ages the chance to discover a wide range of LEGO products and exciting digital and physical experiences.

“We hope the new store contributes to the LEGO Group’s global mission of inspiring and developing the builders of tomorrow, whilst creating special memories for every fan who visits.”

In August this year, Lego reported total revenues of DKr27.4bn ($4bn) in the first half of fiscal year 2023.