LEGO House launches its “most ambitious” new experience yet
LEGOIn collaboration with the LEGO Group’s Build the Change initiative, LEGO House’s most ambitious new experience aims to inspire LEGO fans to express their ideas on themes such as sustainability and biodiversity through imagination and play.
Billed as LEGO House’s most ambitious project yet, LEGO House has introduced a brand-new experience in its Blue Zone area. Developed in close collaboration with the LEGO Group’s Build the Change program, the experience is aimed at providing a meaningful avenue for LEGO fans to express their aspirations for the future through LEGO bricks.
Kathrine Kirk Muff, Managing Director of LEGO House said:
“LEGO House is divided into Experience Zones, designed to build the five flexible skills that children learn whilst playing, helping them take on the future with confidence.
“In the Blue Zone, you engage your cognitive skills in solving problems and handling challenges. Build the Change encourages the use of imagination to solve problems and encourages thinking in new and creative ways to find innovative solutions.”
LEGOHowever, although the Build the Change initiative is aimed at kids, it is ever-evolving as new and important topics emerge. In addition, the LEGO House version was so designed to be equally engaging for all ages.
Søren Bering Andersen, Head of Experience in LEGO House said:
“This experience is LEGO House’s fresh approach to engaging with the Build the Change program. We haven’t incorporated this level of interactivity and innovation before.
“Furthermore, with this new experience, we have the ability to ongoingly adapt and improve the experience — the development won’t stop.”
Muff added:
“We aim to inspire the builders of tomorrow, and we hope that this new activity will spark meaningful conversations, both during the building process and afterward.
“We really can’t wait to see guests of all ages approach the new experience with curiosity and engagement.”
LEGOSo, what can you expect from Build the Change at the ultimate LEGO experience in Denmark? Well, among others, upon entering, a Minifigure greets you with a creative task, such as building an eco-friendly vehicle.
Once the challenge is complete, another minifigure awaits you to hear about your design concept and digitally capture it. Following the latter, your creation is digitally animated and displayed on an overhead screen, while the Minifigure celebrates your inventive solution.