The LEGO Group opens 1st Flagship Store in Beijing, China

Lego Flagship Store

The Billund – a family run business headquartered in Denmark has successfully opened its first flagship store in the Chinese capital. In totality, this is the company’s third flagship store in the country since 2016. The first flagship store was opened at the Shanghai Disneytown in 2016 followed by a second flagship store at People’s Square in Shanghai in 2018.

The store is located at a prime location i.e. Wangfujing Street covering 626-square-meter. The store is likely to become a center for the local LEGO community by providing creative and fun LEGO experiences through unprecedented store design and immersive play experiences.

The new LEGO store will attract community as it holds roots closely to the LEGO tradition and culture. It will create a strong bond via large scale 3D models including giant eaves inspired by the Forbidden City (made out of 2.2 million LEGO bricks), scenes showing the Great Wall and traditional Chinese-style sedan chairs, models of guardian lions and mosaics of guardian dragons.

The flagship store has variety of features that are engaging, hands-on and have fluid play experiences for fans with age no bar. It also has a special “Dragon-Lantern experience” which excites children and shoppers to create customized lanterns from LEGO bricks before seeing their creations magically float across digital screens. The “Mosaic Maker” and “Pond Play Table” are also there in the Beijing store.

Paul Huang, Senior Vice President of the LEGO Group and General Manager of LEGO China, explained:  “We are excited to open our first flagship store in Beijing which will allow us to bring creative LEGO play to even more Chinese children. The stunning store features engaging digital experiences in a unique physical space that will inspire children, parents and fans to fully explore the LEGO play experience.”

Claus Flyger Pejstrup, Senior Vice President of the LEGO Group and Head of LEGO Retail, states: “Our LEGO stores are a great tool for building brand awareness and emotional connection with our fans. The new flagship store in Beijing is unique, and we look forward to offering visitors a truly awesome LEGO shopping experience.”

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