The LEGO Group opens 1st Flagship Store in Beijing

The Billund, Denmark-headquartered family business opened its first flagship store in the Chinese capital today - the company’s third flagship store to open in China since 2016.

Located at Wangfujing Street, one of the most popular shopping and entertainment areas in Beijing, the 626-square-meter store will become a center for the local LEGO® community by providing creative and fun LEGO experiences through groundbreaking store design and immersive play experiences.

The LEGO® Store Beijing Wangfujing creates a strong bond with 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 engaging, hands-on, fluid 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 their very own, personalized LEGO mosaic portrait. A “Pond Play Table” also allows guests to build their own fishes and place them into a giant fish pond.

Paul Huang, Senior Vice President of the LEGO Group and General Manager of LEGO China, said “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, said “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.”

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.

Other highlights of the LEGO Store Beijing Wangfujing include:

Themed Immersion Portal – Children can enter into this unique experience and look into a whole themed world of LEGO.
A Brick Pathway – A pathway with LEGO bricks create a moment of discovery and connection with the brick and the brand.
Minifigure Me – Minifigure Me invites visitors to learn what LEGO Minifigure they are by pressing their palm onto a special device.

About the LEGO Group
The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK, Shanghai, China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world's leading manufacturers of play materials.

Guided by the company spirit: "Only the best is good enough”, the company is committed to the development of children and aims to inspire and develop the builders of tomorrow through creative play and learning. LEGO products are sold worldwide and can be virtually explored at www.LEGO.com.

For more news from the LEGO Group, information about our financial performance and responsibility engagement, please visit http://www.LEGO.com/aboutus.

LEGO, the LEGO logo, the Minifigure, DUPLO, BIONICLE, LEGENDS OF CHIMA, DIMENSIONS, the FRIENDS logo, the MINIFIGURES logo, MINDSTORMS, MIXELS, NINJAGO and NEXO KNIGHTS are trademarks of the LEGO Group. ©2018 The LEGO Group.