LEGO Hangzhou flagship store opens in China

The LEGO Group has opened a new flagship store in Hangzhou, Zhejiang Province, China.

Continuing its push into China, the LEGO Group has opened a new flagship LEGO Store in Hangzhou, Zhejiang Province, China. It is located in Hubin, a shopping centre in the city. The store boasts 527 square metres, packed with interactive elements as well as the full range of LEGO products.

A number of items have been included in the store to give it that special flagship status, the press release explains:

A 3D model of the iconic Broken Bridge at the West Lake, built with 694,760 LEGO bricks, is sure to catch the eye of every guest entering the store. The classic legendary story about Lady White Snake and her husband Xu Xian is translated into two 3D models. The popular Ten West Lake Views are featured in ten master mosaic pieces placed in the giant pagoda-shaped threshold built by 176,564 LEGO bricks.

The West Lake play table also presents the beautiful West Lake scenery, including the Six Harmonies Pagoda and Three Pools Mirroring the Moon, via 3D models built with 317,463 LEGO bricks. Children and shoppers can build right alongside the play table to create their own masterpieces.

Just a month ago, LEGO Monkie Kid launched as the first theme to be designed with Chinese consumers in mind.

“We are excited to open our new flagship store in Hangzhou, a city which is well-known for its culture and history,” says Paul Huang, Senior Vice President of the LEGO Group and General Manager China. “With the uniquely designed store, we can connect with more local children and fans, providing them with an engaging, playful and creative shopping experience. More importantly, we can reach more Chinese children and support them to learn through play.”

Prior to the opening, the LEGO Group donated toy sets to the Hangzhou Children Welfare Center to help provide disadvantaged children in the city with opportunities to of learn through play.

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