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LEGO Opens Third Store in China

The LEGO Group has opened its third flagship store in China since 2016.

Located at Wangfujing Street in Beijing, the store will become a center for the local LEGO community by providing LEGO experiences through store design and immersive play experiences.

The LEGO Store Beijing Wangfujing brings in local culture and tradition 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 also features a variety of play experiences for fans of all ages, including the “Dragon-Lantern experience,” which allows children and shoppers to build customized lanterns from LEGO bricks before seeing their creations magically float across digital screens. The “Mosaic Maker” also makes its debut in Beijing, offering LEGO fans the chance to create a personalized LEGO mosaic portrait. A “Pond Play Table” also allows guests to build their own fish and place them into a giant fish pond.

“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,” says Paul Huang, senior vice president, The LEGO Group and general manager, LEGO China. “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.”

“Our LEGO stores are a great tool for building brand awareness and emotional connection with our fans,” says Claus Flyger Pejstrup, senior vice president, The LEGO Group and head of LEGO Retail. “The new flagship store in Beijing is unique, and we look forward to offering visitors a truly awesome LEGO shopping experience.”

The LEGO Group opened its first flagship store in China at the Shanghai Disneytown in 2016, followed by a second flagship store at People’s Square in Shanghai in 2018.

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