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Brief Published: 18 Sep 2017

Lego House Experience Hub & Fan Centre Leverages Play


Danish toy giant Lego is epitomising the rising trend for store HQs – brand hubs that blend internal practice with fan culture – with the impending launch (September 28) of its play-centric Lego House experience centre at its headquarters in Billund, Denmark.

Designed by acclaimed Danish architects Bjarke Ingels Group, the multi-storey complex is a very literal visual manifestation of the brand – comprised of a stacking configuration of 21 white brick-like spaces with primary coloured tops.  

Echoing Adidas’ Runbase Berlin space (see Membership & Tiered Retailing), much of the venue requires tickets (€20/$24). These give guests access to six experience zones focused on four key play-focused learning competences: creative, social, emotional and cognitive.

The first floor’s Red Zone deals in creativity, with expert-led creative labs that encourage fans to submit product ideas (see Intimate, Democratic & Inclusive). The Green Zone is focused on social activity, allowing fans to co-direct films populated by Lego characters. In the Blue Zone, cognitive abilities are stimulated – with visitors able to engineer cities and robots. Emotions take centre stage in the Yellow Zone, prompting kids to scan Lego brick fish creations (devised to elicit a sense of empathy) and follow them in a digital fish tank.

Visitors without a ticket can still get involved, accessing outdoor playgrounds on nine staggered terraces, viewing fan-built Lego ‘masterpieces’ in the top floor gallery, or visiting the ground floor’s store, three restaurants, events atrium and 2,000 sq m public square.

Lego expects approximately 250,000 guests per year.

See also Kids-Centric Commerce and Beta Blends: Dynamic & Dexterous Design, publishing September 25.