Merlin Entertainments provided an exclusive preview of the new Legoland Shanghai Resort for attendees at the China International Import Expo (CIIE). Attendees were able to see the new Fengjing Water Town Lego Model ahead of its installation in the Miniland area at the new park in Shangai, China, which will be the first Legoland Resort in China and Merlin’s 14th attraction in the country.
The Fengjing Water Town Model was unveiled as an example of how global theme park expertise blends with local culture across the park. Every Legoland Park has a Miniland at its centre, and the design of the Miniland at Legoland Shanghai Resort pays homage to well-known sites and distinctive local scenery, showcasing the urban street scenes and scenic landscapes of the Yangtze River Delta and the larger China region.
The model was created by Merlin Magic Making teams and global Master Model Builders from Merlin. Constructed entirely out of 36,000 LEGO Bricks, it pays homage to the park’s geographical location by fusing local architectural features with Jiangnan culture.
Sneak preview for CIIE attendees
Using virtual reality, guests of the CIIE could also experience the iconic Dragon Coaster, one of the most popular rides in Legoland Parks. Executives from Legoland and Legoland Shanghai Resort, representatives from the Jinshan District Government, and officials from the Shanghai Municipal Administration of Culture and Tourism were all present for the unveiling ceremony.
John Jakobsen, chief operating officer of Legoland Resorts says:
“Merlin is the go-to partner for IP owners to bring brands that people love to life, and we’re thrilled that LEGOLAND Shanghai Resort will be the new Branded Entertainment Destination for the LEGO brand in China.
“At the China International Import Expo, we are excited to unveil the amazing architecture of the Yangtze River Delta region in LEGO form, in our brand new MINILAND for LEGOLAND Shanghai. With the esteemed LEGO brand at the forefront and the invaluable support of the local government and Shanghai-based partner, we are excited about transforming LEGOLAND Shanghai Resort into a cultural tourism landmark.
“China is an important growth market for us and look forward to expanding our presence here with this important next step in our growth strategy.”
Construction has begun
As the project moves forward, a new milestone was announced by Legoland Shanghai Resort earlier in September: the piling was finished and the main construction had begun.
The Yangtze River Delta’s first family-focused, international IP-based resort and hotel destination, Legoland Shanghai Resort is located in Fengjing, Jinshan District of Shanghai and is designed for families with children aged two to twelve.
The Legoland Shanghai Resort theme park, which consists of a Legoland theme park and a themed hotel, will have eight themed areas that represent the majority of the well-known and iconic rides and attractions of Legoland Parks around the globe.
Siegfried Boerst, managing director of Legoland Resorts in China, says:
“At LEGOLAND Shanghai Resort, we hope to maintain the core authentic experience and standards of global LEGOLAND parks while ensuring that we integrate Chinese traditional culture, Shanghai local features and Jiangnan water town elements, to provide a unique international yet localized immersive experience for visitors from all over the world.
“The Shanghai Resort will serve as a much-needed family centric, internationally recognised destination in the region, and we believe these incredible creations such as the new MINILAND will enhance the enjoyment of both children and adults of all ages, making their visit truly unforgettable.”
In September, Merlin Entertainments and Tencent launched a partnership to create “the ultimate theme park experience of the future” at the new Legoland resorts in China. The collaboration will first focus on the upcoming Legoland destinations in Shenzhen, Shanghai and Sichuan. The two companies will work together to create personalised, seamless and immersive park experiences.
