The Second LEGO Brand Store Opens In Asia!
While everyone has been celebrating the first birthday of the LEGO House in Billund, the second LEGO Brand Store has opened in Shanghai, China!
The first LEGO Brand Store in Asia is located next to Shanghai Disney Resort which opened it’s doors in May 2016 and now China’s biggest city is home to the second LEGO Brand Store in Asia.
The second LEGO Brand Store is resides at People’s Square in the heart of Shanghai and its two-storey footprint covers over 600 square meters. China’s first LEGO Certified Professional Prince Jiang was on hand to unveil his latest display which is a futuristic look at the Shanghai skyline.
Decorating the store are massive LEGO Sculptures like the Pearl Tower that stands two storeys high and the 52 square ft Shanghai Skyline mosaic that stretches from floor to ceiling.
“Our LEGO stores are a great tool to build the brand awareness and emotional connection to our fans. We hope our visitors will be excited by what they experience here, and this helps grow their passion. These stores allow us to have direct engagement with our fans, helping us to deliver truly awesome shopping experiences.” – Senior Vice President of the LEGO Group and Head of LEGO Retail, Claus Flyger Pejstrup.
It features a circular Pick-A-Brick pillar instead of the usual wall and a brick ‘river’ which flows across the store floor.
One of the main attractions for this particular store is the LEGO Cyber dragon that coils around a pillar that reaches the second storey. No doubt it is a modern take on Brickley, the LEGO Dragon, this mechanical dragon is just as impressive.
There are also multiple play zones that are unique to this store like this futuristic city upon which children can add their own creations to a pre-built diorama.
A really cool addition to the LEGO Brand Store are these LEGO brick built minifigures with animated faces. The eyes and mouth are essentially a screen which projects the animation synced to audio clips that is played from a speaker at the back.
“As China begins to modernise its mode of consumption, customers will favour brands offering good quality products, which gives us space for growth,” – Paul Huang, general manager of Lego China
And for the first time in Asia, the mosaic maker is a permanent fixture in the store and you are able to get a 48×48 mosaic of yourself for RMB999 (USD$145 / SGD198).
Those who were lucky enough to attend the VIP preview on the 26th received an exclusive commemorative brick to mark the first customers to enter the store.
But if you did not get one of these exclusive bricks, there are still a whole slew of other exclusives that can be redeemed at the opening of this Shanghai Brand Store. 
The keychain contains an exclusive printed minifigure while the LEGO I ♥ SH BrickHeadz comes with an exclusive printed brick. There is also a brick built I ♥ SH standee which is part of a make and take activity whenever you make a purchase at the store between 27th – 30th September.
Other highlights of the LEGO Brand Store at the People’s Square:
- Demonstration Table – An area where new products will be unboxed and presented by our store associates to demonstrate different features that LEGO toys.
- Windows System – Based on insights the windows will include light & movement as a feature. The podiums will have turntable movement with a central element that will also move up & down to showcase an additional model.
- LEGO Exclusives DisPLAY Case – Hands-on experience with Exclusive and Hard-to-find LEGO sets. A staff guided tour will be provided for these sets’ incredible features and videos of the LEGO designers are also available in store.
- Video Screens – Different digital touch points which can activated the navigation and inline screens would be launched across the store to engage shoppers with great storytelling video content;
- LEGO curated playlist – A LEGO curated playlist will be playing all day in the store with some of LEGO music from franchises, and exclusive products;
- Social media – Different photo frames will be available at the store to allow shoppers to add a LEGO Photo frame to their images.
(Special thanks to Wooden Duck, Mocozone and Prince Jiang for the photos and BrickFanz for the additional information!)
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