LEGO Group Opens 2nd Flagship Store in China

The LEGO Group has announced that it will be opening its 2nd flagship store in China sometime in late 2018. The location will be at the Shanghai ShiMao Festival City in People’s Square. You can read the full press release here.

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.