New store in Shanghai will open its doors in late 2018.
The LEGO Group is to open a new flagship store in Shanghai later this year, it has confirmed.
Located inside Shanghai ShiMao Festival City in People’s Square and opening in the autumn, the store will be the second flagship LEGO outlet in China.
Covering 585 square metres over two floors, the store will feature a LEGO personalisation experience – the first of its kind in China.
It follows the openings of LEGO flagship stores at Shanghai Disneyland and London’s Leicester Square.
Jacob Kragh, general manager of LEGO China, said: “Opening our second flagship store in China reconfirms our long-term commitment to the country and our dedication to bring creative LEGO play experiences to Chinese consumers.
“It will bring more opportunities for Chinese children, parents and LEGO fans of all ages to enjoy high-quality engagement with the LEGO brand, while at the same time creating a friendly and inspiring environment even for those who are taking their first steps in creative building.”
Senior vice president of LEGO Retail, Claus Flyger Pejstrup, added: “The opening of a flagship store in the very heart of Shanghai is an important milestone for LEGO Retail in China.
“Our ultimate objective is to provide families in China with an opportunity for quality time together above and beyond shopping, and therefore we are going to introduce innovative play experiences for our guests to interact with the LEGO brick in creative and fun ways as never seen before in Asia, as well as LEGO personalisation experiences, allowing visitors to create and purchase a unique memory of their visit of the store.”
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