LEGO to Open Second Flagship Store in China

LEGO to Open Second Flagship Store in China

Second Chinese LEGO Flagship Store Follows Openings in Shanghai Disneyland and Leicester Square, London

The LEGO Group, one of the world’s leading manufacturers of play materials, announced the beginning of construction of a new flagship store at People’s Square, Shanghai, a central area of the city.

Scheduled to open this Autumn, it will be the group’s second flagship store in China providing a fun new landmark for both local families and LEGO enthusiasts from around the world.

“Opening our second flagship store in China reconfirms our long-term commitment to the country and our dedication to bring creative play experiences to Chinese consumers.

“It will bring more opportunities for Chinese children, parents and fans of all ages to enjoy high-quality engagement with the brand, whilst at the same time creating a friendly and inspiring environment even for those who are taking their first steps in creative building,” said Jacob Kragh, General Manager of LEGO China.

Covering 585 square metres over two floors inside Shanghai ShiMao Festival City in People’s Square, the new flagship store will feature a unique personalisation experience—the first of its kind in China—allowing guests of all ages to interact with the toy bricks in creative and innovative ways.

“The opening of a flagship store in the very heart of Shanghai is an important milestone for LEGO Retail in China. People’s square is a unique place, which has an important historical meaning for the local community, but also is a key point of attraction for many visitors from all around the world.

“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 toy bricks in creative and fun ways as never seen before in Asia, as well as the personalisation experiences, allowing visitors to create and purchase a unique memory of their visit of the store,” said Senior Vice President of LEGO Retail, Claus Flyger Pejstrup.

Located in an area that has long been regarded as the heart of the city, the new flagship store is the latest to be announced worldwide by the company, following the openings of flagship stores at Shanghai Disneyland and Leicester Square, London.

The new store is expected to create approximately 45 permanent jobs in Shanghai’s Huangpu District. Recruitment will begin in April 2018.

LEGO was a four-time winner of the World Branding Awards, in the Toys category.