LEGO opens brand new flagship store in China

The LEGO Group has opened a brand new flagship store in China, building on the 350 LEGO Stores already open around the country.

China celebrated the opening of its 300th LEGO Store in December last year, and in the first half of this year added another 46 stores to that total. It’s a reflection of the LEGO Group’s commitment to ‘get bricks into the hands of kids’ in its fastest-growing market, which has now been embellished by the opening of the company’s first flagship store in Chongqing.

“It is a great honour to be here debuting the first LEGO flagship store in Chongqing,” said Syd Hu, Head of LEGO Retail for China. “It marks an important step for the LEGO Group’s retail expansion in western China. We aim at integrating local culture with an immersive store atmosphere, and bringing a unique play experience for all the children, families and authentic fans in CQ.”

The two-floor store opened its doors for the first time over the weekend, with images of the event shared by Hu on LinkedIn. Its internal décor matches other flagship LEGO Stores around the world, including those in London, New York and Barcelona, with giant brick-built sculptures littered throughout the expansive space.

The LEGO Group has yet to confirm whether the Chongqing store features the same ‘retailtainment’ experiences as other flagship stores, such as the Tree of Discovery, the Personalisation Studio and the Storytelling Table. Earlier this year, the company announced plans to expand its factory in Jiaxing, in order to support long-term growth across Asia.

A total of 66 new LEGO Stores opened in the first half of 2022 – including those 46 in China – bringing the total number around the world to 833.

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

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