Inside new flagship chocolate shop with UK’s largest pick ‘n’ mix station and viral ‘Dubai’ chocolate opening TODAY

WHEN you hear the name Lindt you undoubtedly think of indulgent chocolate and the iconic advert featuring Lindor balls.

Now, sweet-toothed shoppers can take their fandom of the Swiss confectionery to the next level.

The company is opening a flagship store in the heart of London today to mark its 180th anniversary.

The 2,800 square foot site, opposite Piccadilly Circus tube station and with a ceiling decorated copper mesh cocoa pods, is Lindt's first standalone site.

Stefan Bruderer, master chocolatier at Lindt & Sprüngli, describes the new store as a “feast and vision for the senses”.

But what did we think when we got a sneak peek earlier this week ahead of the shop's opening day?

What can shoppers expect?

Lindt's new Piccadilly branch offers everything you would expect from a traditional outlet store.

Lindt has two of these outlet stores in Wembley and North Greenwich, both in London.

Shoppers can pick up a range of seasonal chocolate, with Easter eggs adorning the walls of the store.

There are stands selling bars of viral Dubai-style chocolate for £10 and a counter where you can order coffees and rich Lindt-flavoured ice cream.

I got to try the Twist Chocolate cone, combining milk and white chocolate ice cream with hazelnut sauce and costing £6.

But there are also a number of other unique features at the shop that you won't find elsewhere.

Three master chocolatiers front up the store offering shoppers the chance to get personalised messages inscribed on giant slabs of chocolate, to the tune of £25.

Customers can also pick up a host of London-themed gifts including bespoke tins and themed chocolate sleeves.

A Dubai-style pack of chocolate pralines is also selling exclusively at the store, with a 90g pack costing £14.

But the main takeaway, for me, is the giant Lindt pick ‘n' mix station where you can choose from every possible flavour of Lindor ball.

All 21 Lindor flavours are available to buy, including rare ones I had never heard of like Matcha, Raspberry and Cream and Blood Orange.

There are also 15 other mini Lindt chocolates to choose from, including milk chocolate choco wafers, Hello Mini Emojis and Mini Gold Bunnies.

Shoppers can pick up a London post box tin filled with red, white and blue Lindor balls for £15 or a giant one kilo bag of mixed ones for £45.

THE VERDICT

The Piccadilly Circus store is, in essence, a one-stop shop for everything Lindt.

It is professionally decorated, with a giant Easter bunny and London Eye wheel based in the windows.

Shoppers will no doubt be buzzing to have the chance to interact with the master chocolatiers, which feature in the classic “do you dream in chocolate?” ad, at the counter at the store front too.

The Lindt Piccadilly store opens at 2pm today, with the first 200 customers spending £10 or more receiving a special goodie bag.

Lindt opened its first branch in Zurich, Switzerland, in 1845, and today produces more than 2,500 products.

The chocolate company currently runs 500 retail shops across the world.

Do you have a money problem that needs sorting? Get in touch by emailing [email protected].

Plus, you can join our Sun Money Chats and Tips Facebook group to share your tips and stories