Dis­ney store opens in Lu­ji­azui

China Daily (Canada) - - SHANGHAI -

The launch of the Dis­ney flag­ship store in Shang­hai on May 20 was a pre­view of the things to come at the Shang­hai Dis­ney Re­sort which is sched­uled for open­ing in the spring of 2016.

Lo­cated in Lu­ji­azui, the fi­nan­cial area in Pudong dis­trict, the Dis­ney flag­ship store is the com­pany’s first in the Chi­nese main­land and its largest store by size. It fea­tures more than 2,000 prod­ucts, of which 90 per­cent of them are ex­clu­sive to the site.

In con­trast to the other Dis­ney stores around the world, the store has a 19-foot cas­tle at the heart of the site that fea­tures an hourly mu­si­cal and pro­jec­tion show, and a Marvel-themed area with hand­sculpted stat­ues of su­per­heroes. Its ex­te­rior in­cludes a land­scaped plaza and Mickey Mouse-shaped roof sculpted with 8,000 LED lights vis­i­ble from key tourist at­trac­tions such as the Oriental Pearl Tower.

Some lim­ited edi­tion prod­ucts have been de­signed to cel­e­brate the open­ing of the store, such as Mickey Mouse toys em­broi­dered with “Dis­ney Shang­hai” or “Dis­ney 2015”, as well as mugs and key rings printed with Chi­nese-style lane houses. A se­ries of “I Love Shang­hai” prod­ucts are also ex­clu­sively of­fered at the Shang­hai store.

On its first day of oper­a­tions, the store was forced to close af­ter just an hour due to over­crowd­ing is­sues as hun­dreds of cus­tomers turned up at the same time. Dur­ing its first month, cus­tomers had to queue for up to an hour on week­ends be­fore they could en­ter the store, which had im­posed a crowd limit of 100 peo­ple as part of safety mea­sures.

GAO ERQIANG / CHINA DAILY

The new Dis­ney flag­ship store in Shang­hai is the com­pany's first in the Chi­nese main­land.

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