Lego to open interactive flagship store in Shanghai

Lego will open its second flagship store in Shanghai in late 2018.  LEGO

Lego plans to open its second flagship store in China this autumn in the east coast metropolis of Shanghai.

The 585-square metre shop in the heart of Shanghai will provide Lego fans of all ages with an experience out of the ordinary, promised Claus Flyger Plejstrup, Senior Vice President of LEGO Brand Retail, in a press release from the toymaker.

”Our ultimate objective is to provide families in China with an opportunity for quality time together above and beyond shopping. 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 to the store,” he said.

The new two-floor shop will be located in the Shanghai ShiMao Festival City mall on the centrally-located People’s Square.

Shanghai is no stranger to the Danish brick firm. In 2016, Lego opened its first flagship store in Asia at the Shanghai Disney Resort, and late last year the company revealed a set of bricks featuring Shanghai’s skyline.

Lego will start recruiting staff as early as this month for its new Shanghai venture. The company expects the store to create approximately 45 new jobs in the city’s Huangpu District.