The Billund, Denmark-headquartered LEGO Group opened its first flagship store in Beijing on Friday, to create better play experiences and further tap China's world-leading toy consumption market.

Located at Wangfujing Street, one of the most popular shopping and entertainment areas in the capital, the 626-square-meter store aims to create a strong bond with local culture and tradition through large-scale 3D models.

Highlights include 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 play experiences, 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" is also making its debut in Beijing, offering LEGO fans the chance to create personalized LEGO mosaic portraits. A "Pond Play Table" also allow customers to build their own fish and place them into a giant 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."

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." It is the company's third flagship store in China since 2016. The first two flagship stores are located in Shanghai.