% ΔRΔBICΔ and LEGO® Open at Shanghai Florentia Village
(Shanghai, China, August 16, 2024)Nestled in the heart of Shanghai’s Pudong New Area, the Italian-style luxury outlet, Shanghai Florentia Village, recently welcomed two exciting new brands—% ΔRΔBICΔ, a global boutique coffee brand celebrated for its minimalist design and dedication to craftsmanship, and LEGO®, the world-renowned Danish toy brand loved by millions across the globe. The arrival of these two iconic international brands brings a new level of vibrancy and flair to this Italian-inspired shopping destination.
On August 16, the LEGO® Shanghai Florentia Authorized Store will officially open, perfectly complementing the earlier debut of the % ΔRΔBICΔ Kiosk. Together, these two brands offer visitors a delightful blend of experiences, embodying the spirit of “La Dolce Vita.” Guests can savor a cup of aromatic coffee while embracing the elegance of slow living, or immerse themselves in the colorful world of LEGO® bricks, where creativity and imagination bring life to every moment.
The arrival of these two brands at Florentia Village reflects a commitment to curating a lifestyle that combines craftsmanship and joy, offering guests an Italian-inspired journey that captures the essence of the good life. In this unique setting, where diverse cultures converge and creativity flourishes, every visitor is invited to discover their own moments of happiness.
% ΔRΔBICΔ Kiosk: Finding the Art of Italian Slow Living
Founded in 2013, % ΔRΔBICΔ is the fastest growing global coffee specialty brand that embodies the spirit of simplicity and craftsmanship. Committed to artisanal excellence, the brand aims to offer classic coffee and impeccable service, conveying the harmonious interplay of life, design, and art through uniquely curated store experiences. By viewing the world through the lens of coffee, % ΔRΔBICΔ aspires to elevate modern living standards. Its partnership with Shanghai Florentia Village signifies a bold expansion into the realm of stylish living within the Chinese market.
The % ΔRΔBICΔ Kiosk, located at the Boulevard Plaza in Shanghai Florentia Village, boasts a distinctive exterior designed exclusively by world-renowned designer Alexis Domier. The pure white geometric form, adorned with natural wood accents, exudes an aura of minimalist elegance and sophistication. The term "Kiosk," originally derived from Turkish, refers to an unattended roadside book and newspaper stand. Embracing the brand philosophy of "seeing the world through coffee," % ΔRΔBICΔ transcends conventional square store designs, introducing the flexible, mobile Kiosk concept to offer guests at Boulevard Plaza a delightful cup of classic coffee.
Florentia Village has long cherished its Italian cultural core, striving to create a diverse global luxury outlet that combines art, culture, and lifestyle, providing a one-stop Italian leisure shopping experience. Its enchanting Italian charm continues to captivate visitors, from architecture to scenery, with the alluring Mediterranean ambiance permeating every corner. With the arrival of the % ΔRΔBICΔ Kiosk, guests are offered a wider selection of coffee choices, while advocating Florentia Village’s Italian "slow living" philosophy.
The New LEGO® Store: "New" Adventures with the Minions
Here, the Italian lifestyle is reflected not only in each aromatic cup of coffee but also in the endless creativity and imaginative play found within the world of LEGO® bricks. Embracing the present and loving life has been embodied into LEGO®’s brand spirit ever since its beginnings. LEGO® has adhered to the principle that "only the best is good enough," continually inspiring peoples’ creative potential. With the grand opening of Shanghai Florentia Village’s first LEGO® Certified Store on August 16, this passion for life and creativity resonates throughout this culturally rich destination filled with Italian charm.
The opening of the new LEGO® store heralds a unique colorful brick carnival in the village. At the Boulevard Plaza, a giant duck art installation, constructed from oversized LEGO® bricks and inspired by the aesthetics of gigantism, captures the imagination of visitors young and old. This creation draws inspiration from a series of wooden toys designed by the brand’s founder, Ole Kirk Kristiansen, in 1935, which includes a lifelike wooden duck. Over time, this wooden duck has transformed into a vibrant artistic masterpiece built from colorful LEGO® bricks, carrying forward nearly a century of LEGO®’s brand essence. The installation reminisces a nostalgic journey back to childhood, awakening joyful memories. Along the corridor, rows of little yellow duck benches made from LEGO® bricks add playful charm, inviting people to relax and enjoy the carefree moments of shopping.
The brand extends a warm invitation to all its fans to come and create their own LEGO® play world. Bob, Stuart, and Kevin—the ultimate Minion trio—make a surprise appearance at the village, guiding everyone to a space dedicated to creative brick-building activities. Here, the boundaries of age dissolve, and the joy is pure and serene. Free from worries, focusing on the present, participants can build colorful ducks with LEGO® bricks, while earning membership rewards and exclusive discount coupons. Though small, the bricks unlock boundless imagination, constructing the castles of dreams and forming the foundation of a beautiful life.
On the opening day of August 16, exclusive launch benefits are up for grabs starting at 10 a.m., with popular items available to members at a 50% discount and a limited number of 1,000 special gifts including raincoats, shopping totes, and more. Unleash your passion and double the power of positivity!
As the aroma of coffee lingers and colorful dreams unfold, the Italian streetscape, along with coffee culture and trendy lifestyles, collaborates to create an oasis of "slow living." This is where "slow living" meets "new creativity", composing a captivating chapter of "La Dolce Vita." Since its opening, Shanghai Florentia Village has been dedicated to crafting an immersive experience beyond shopping and leisure, guiding guests to their ideal world. In the future, the Italian-themed village is poised to attract more global brands, offering a rich and diverse array of formats to create a dreamlike Italian realm for visitors, establishing itself as the ultimate destination for the Italian lifestyle philosophy.
