Lego Group unveils new China flagship store in Shanghai

The world's leading toy maker, Lego Group, unveiled its new China flagship store on Thursday in Shanghai, which is the second in the city and the country.

Located in People's Square in the very center of Shanghai, the two-story flagship store covers about 600 square meters. It is the only Lego-branded store in the world that offers consumers an urban futuristic experience, which means consumers can build their own creations reflecting urban challenges, such as energy and cultural heritage, in the store's interactive area.

The first Lego flagship store in the country was opened at Shanghai Disney Resort in 2016.

The much anticipated "Mosaic Maker" service also is available in the new store. Consumers can get a personalized mosaic portrait made of Lego bricks for 999 yuan ($145) each. A reservation is required. The service is fully booked during the new store's first three days.

Paul Huang, general manager of Lego China, said the company chose People's Square for the new store as it is the icon of the city that attracts tourists from over the world. As China is undergoing upgraded consumption, people will pursue brands with quality products, which indicates more room to grow for Lego in the country.

Claus Flyger Pejstrup, head of Lego Retail, said that flagship stores aim to provide a "pinnacle experience" to consumers, while licensed stores operated with their partners will work as an important supplement for their businesses in China.

Niels B Christiansen, CEO of Lego Group, said early this month that the company will open another flagship store in Beijing in early 2019.