New flagship LEGO Store to open in Shanghai

China is set to get a second LEGO Store later this year.

Constriction is going to begin on a new flagship LEGO Store in China. The new retail venue will be located at People’s Square, Shanghai and will open in the Autumn.

“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,” Jacob Kragh, General Manager of LEGO China, told The Financial.

The new store will be 585 square metres and occupy two floors, with experiences such as the Mosaic Maker expected to be a big draw.

“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,” said Claus Flyger Pejstrup, Senior Vice President of LEGO Brand Retail.
Only one other LEGO Store exists in China, located at Disneyland Shanghai.

LEGO SYSTEM A/S

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