The LEGO Group is set to expand it’s presence in the Far East with a flagship LEGO® Brand Retail Store coming to the People’s Square in Shanghai. This will be the second flagship store in China, but the first in a proper retail location as the first store is located within Shanghai Disneyland. Recent trademark rulings in the LEGO Group’s favour and marketing partnerships in China, has lead to the brand connecting with families in the country, with Asian markets performing well for LEGO. Although flagship stores, like the one opened in London’s Leicester Square are a great way to show off the brand, hopefully LEGO will see the benefit in opening normal retail stores in more locations, especially here in the UK. LEGO Brand Retail Stores success proves there is still an appetite for bricks and mortar stores.
Located at the heart of Shanghai the new store will open in late 2018
Shanghai, China – 12 April 2018: The LEGO Group, one of the world’s leading manufacturers of play materials, today 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.
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.”
Covering 585 square metres over two floors inside Shanghai ShiMao Festival City in People’s Square, the new flagship store will feature a unique LEGO personalisation experience – the first of its kind in China – allowing guests of all ages to interact with LEGO bricks in creative and innovative ways.
Senior Vice President of LEGO Brand Retail, Claus Flyger Pejstrup said:
“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 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.”
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 LEGO Group, following the openings of LEGO 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.