LEGO’s flagship store in Vietnam is open

Phi Nhat

Aug 11, 2023 / 09:02 PM

LEGO’s first official store is expected to become a new destination for fun and experiences for Vietnamese children.

Danish toy manufacturer LEGO's flagship store in Vietnam has officially opened at the Takashimaya shopping mall in District 1, Ho Chi Minh City.

Children enjoy exploring the flagship store in Ho Chi Minh City. Photos: LEGO

The LEGO store in Vietnam is designed to be a preferred destination for families with young children visiting the Takashimaya Mall, offering a unique and impressive visual experience.

Children entering the store will be inspired and captivated by the exciting details incorporated into every corner of the design. One of the highlights of the grand opening event is the presence of a life-size 3D model of the famous 1970s Ferrari sports car, vividly recreated with colorful LEGO bricks.

At the opening ceremony on August 11, Rohan Mathur, Marketing Director of LEGO Southeast Asia, emphasized the significance of the first official store, saying, "Learning through play has always been one of LEGO's core values. We develop innovative products that cater to different user demographics. When the products arrive at the store, we create unique, engaging and creative experiences.

Dang Ngoc, General Director of Viet Tinh Anh, LEGO's distributor in Vietnam, shared that the store focuses not only on product display, but also on customer interaction and experience. Viet Tinh Anh and LEGO will organize various activities to create exciting playgrounds for creativity enthusiasts in the coming period. To celebrate the opening of the store in Vietnam, customers visiting the store will receive gifts and enjoy discounts of up to 40% from August 11 to September 9. Every weekend, children will be able to experience building LEGO models in the Ferrari car area and take their creations home.

The LEGO US$1-billion factory project in the southern province of Binh Duong is under construction and will be operational by the third quarter of 2024. The new factory will be the Group's sixth production site and its second in Asia.

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Construction is set to begin in the second half of 2022 and production is due to start during 2024.

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This would be LEGO’s sixth manufacturing plant in the world and the first carbon-neutral.

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