Shanghai Disneyland LEGO Store Soft-Opening Event Plan Event StrategyThe LEGO Store BackgroundNowadays, the LEGO company owns 90 LEGO Stores in North American, and 30 LEGO Stores in Europe.Shanghai Disneyland Park LEGO Store will be the first one in China and APAC while it will be the largest one in the world.ObjectiveThrough the event opening event, to spread the awareness of LEGO Disney Store, by synergizing press publicity.To deliver the great store experience to media and target consumers through the event. To drive Disneyland traffic to LEGO Store, and create WOM of the first batch store visitors, to amplify stores awareness coverage. The first LEGO Store in China.Do something new.Chinese traditional opening elements in LEGO Store.LEGO DNA.Keep heating from Soft Opening to Grand opening.StrategyEvent Design The TOM coser and Mickey coser10:40-11:0020Media interview of LEGO Group senior managementLEGO Group global senior management; Media; 11:00-Free experience option2option1Traffic FlowThe Guest FlowReceptionSignature wallEntranceGuest areaExitReception Signature wallEntranceGuest areaoption2Signature walloption1Lion danceBricks CheeringRibbon cutSignature wallLion danceBricks CheeringRibbon cutTraffic FlowLEGO Management FlowInterview AreaDesign for two situation: add a few chairs for group Interview open individual Interview if there has confidential request, it can be hold in-storeReception areaSignature wallPT DistributionStagePT*2（for brick pour area)option2option1PT*2（ for brick pour area)Load-in scheduleMaterial TransportationProduct TransportationVenue ArrangmentPersonnel TrainingActivity RehearsalVenue CleaningCeremony OpenMay 6th 13:00May 6th 13:00May 6th 15:00May 6th 16:00May 6th 17:00May 6th 19:00May 7th 10:00Personnel PositioningMay 7th 9:00Thank you !