,Shanghai Disneyland LEGO Store,Soft-Opening Event Plan,Event Strategy,The LEGO,Store Background,Nowadays,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,.,Objective,Through 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.,Strategy,Event Design&Venue,Option 1-,Parterre Beside the LEGO STORE,迪士尼购物中心,迪士尼小镇入口,LEGO STORE,百脑汇大街,Option2,LEGO STORE,正门,Option1,LEGO STORE,侧面花坛,Option 1-Parterre Beside the LEGO STORE,Area Plan,3D giant module,stage,reception,interview,Bird View,Bird View,Design Sketch,Dimesion Layout,Contingency Plan,Option 2-Front of LEGO STORE,Option 2-Front of LEGO STORE,迪士尼购物中心,迪士尼小镇入口,LEGO STORE,百老汇大街,Option2,LEGO STORE,正门,Option1,LEGO STORE,侧面花坛,Area Plan,3D giant module,stage,reception,Reception Area,Bird View,Design Sketch,Dimesion Layout,Dimesion Layout,Contingency Plan,Event Contents,Soft opening,Grand opening,Pre-warm up event,Event Plan,Grand Opening Event Days-,Media session,Grand Opening Event Days-Public session,7,th,May,10,th,May14,th,Jun.,1,6,th,Jun.,17,th,18,th,Jun.,The main idea of soft-opening ceremony consist LEGO DNA,Chinese tradition and western custom.,Event Structure,Event Structure,Lion Dance,LEGO Bricks Cheering,Ribbon Cutting,Lion Dance,In Chinese tradition,lion is regarded as mascot,the action of eyes dotting means give the energy.,Eye Dotting Making Lion Alive,Lion,Tommy and Nijago kai Performance,The Management fill the mini-figure with LEGO bricks,LEGO Bricks Cheering,Drip,bricks to create a joyful moment.,Ribbon Cutting,Three Members of management cut the ribbon,then welcome the guests into store.,Then coming the big moment,the LEGO store open.,Event Implementation,Rundown,Date:10:00 May 7th,2016(temporary),Venue:LEGO Disneyland Store,Time,Minutes,Action,Guests,8:30-9:50,-,All of staffs standby,10:00,-,Event start,10:00-10:03,3,Speech of LEGO,Group global senior management.,LEGO,Group global senior management,10:03-10:06,3,LEGO senior managers dot the eyes of the lion.,LEGO,Group global senior management,10:06-10:11,5,TOM coser and Nijago-kai coser with the ball paly with the lion.,10:11-10:15,4,LEGO senior managers pour bricks into container.,LEGO,Group global senior management,10:15-10:18,3,The managers cut ribbon.,LEGO,Group global senior management,and the kids from LEGO Education.,10:18-10:20,2,The managers and cosers welcome media into store.,LEGO,Group global senior management.,10:20-10:40,20,Media tour in store.,LEGO,Group global senior management;The TOM coser and Mickey coser,10:40-11:00,20,Media interview of LEGO,Group senior management,LEGO,Group global senior management;Media;,11:00-,-,Free experience,option2,option1,Traffic Flow,The Guest Flow,Reception,Signature wall,Entrance,Guest area,Exit,Reception,Signature wall,Entrance,Guest area,option2,Signature wall,option1,Lion dance,Bricks Cheering,Ribbon cut,Signature wall,Lion dance,Bricks Cheering,Ribbon cut,Traffic Flow,LEGO Management Flow,Interview Area,Design for two situation:,add a few chairs for group Interview,open individual Interview,if there has confidential request,it can be hold in-store,Reception area,Signature wall,PT Distribution,Stage,PT*2,（,for brick pour area),option2,option1,PT*2,（,for brick pour area),Load-in schedule,Material Transportation,Product,Transportation,Venue Arrangment,Personnel Training,Activity Rehearsal,Venue C,leaning,Ceremony Open,May 6,th,13:00,May 6,th,13:00,May 6,th,15:00,May 6,th,16:00,May 6,th,17:00,May 6,th,19:00,May 7,th,10:00,Personnel Positioning,May 7,th,9:00,Thank you!,