Seven Dials is a small area of London, squeezed in between the city’s theatre district and the nightlife of Soho. It’s one of the cool parts of town, narrow streets stuffed full of quirky shops and art galleries. One of these galleries is playing temporary host to a new LEGO launch — the Limited Edition large-scale wooden minifigure, the first release in the new LEGO Originals line, and we attended the gallery’s opening this morning. We also had a chance to sit down with the project’s design director for an interview.

Fans were invited to register for a timeslot to visit the gallery through the LEGO VIP loyalty programme, and the first session was booked up almost immediately. Although guaranteed admission, these first visitors still arrived early, and there was a good-sized queue well in advance of the official opening time. A further “standby queue” had also formed — people hoping some of those registered to attend might not show up. LEGO’s PR proved to be on-point, with the general air of excitement wafting off the line of adult fans and kids prompting photos and questions from passers-by.

Click to read more about the LEGO Originals gallery and read our interview with design director Sine Klitgaard Møller