The new store, which is being built in Shanghai ShiMao Festival City, will boast more than 585-square-meters of floor space and over two floors including a LEGO personalization experience, the first of its kind in China.

“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,” says Jacob Kragh, general manager, LEGO China. “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.”

The LEGO flagship store in Shanghai is slated to open this fall.