The global Lindt ambassador and former world number one tennis player cut the ribbon at the new Piccadilly Circus shop on March 21.
He was joined by Joel Burrows, CEO of Lindt & Sprüngli UK and Ireland, Adalbert Lechner, group CEO, Ernst Tanner, executive chairman, and Lindt master chocolatier Stefan Bruderer.
Mr Bruderer held a chocolate masterclass while Mr Federer met with Lindt’s biggest fans.
The new store is located beneath the Piccadilly Lights and features the largest Lindt truffle pick and mix in the UK.
It also has three classically trained chocolatiers crafting fresh chocolate in-store, and a Lindt Choco Barista serving barista-style coffee, hot chocolate, milkshakes, and Lindt’s signature Crema Gelata ice cream.
The store also offers a range of exclusive gifts and souvenirs, including London-themed chocolates and keepsakes, and a personalised gifting service.
The first 200 customers who spend £10 or more will receive a goodie bag filled with Lindt treats.
Mr Federer said: “I’ve been a proud Lindt ambassador for many years, and it’s a pleasure to be here today to open this beautiful store.
“Lindt’s dedication to craftsmanship, passion, and innovation is something I’ve always admired, and I hope everyone who visits enjoys the experience — and, of course, the chocolate.”
Mr Burrows said: “This flagship store represents a major milestone for Lindt & Sprüngli in the UK, and we are delighted to finally welcome customers inside.
“To have Roger Federer here for the opening is a truly special moment – he truly embodies the Swiss premium quality that is at the heart of Lindt – and we can’t wait for everyone to experience the magic of Lindt in the heart of London.”
The store also features a London skyline window display made entirely of Lindor truffles, and the return of the Lindt Dubai Style Chocolate, which combines pistachio nuts, crunchy Kadayif pastry, and milk chocolate.
