Chongqing- Recently, Chongqing's first LEGO flagship store officially opened in Raffles City.

With Chongqing's "mountain city" landscape features as its design inspiration, the store combines LEGO brick models with Chongqing's landmark buildings to present a store with Chongqing's unique characteristics.

The LEGO Group also launched a "virtual store" for the first time at the LEGO flagship store in Chongqing, allowing consumers to experience the physical store online. The integration of digital and physical brings a unique cultural immersive brand retail experience to children, families, and LEGO enthusiasts in Chongqing and western China.

Benefiting from the solid economic development in western China, the newly opened Chongqing LEGO flagship store is the second brand flagship store in the western China region after Chengdu.

LEGO has added a lot of Chongqing elements to its store, such as the famous cableway (Photo provided to iChongqing)

The other flagship stores are opened in Shanghai, Beijing, Hangzhou, Shenzhen, and Guangzhou, the most promising cities in the international market.

Customers can customize hair accessories, clothing, and other parts of the LEGO figures in the store (Photo provided to iChongqing)