Lego’s Big House
Lego has created a new visitor centre, Lego House, in its hometown, Billund in Denmark. Designed by Bjarke Ingels’ firm, BIG, the 12,000 sq m space has been designed to resemble giant Lego bricks.
The white frame exterior of the building has a multi-coloured, layered roof for each ‘brick’. Some of the roof areas are used for outside playgrounds with Lego-styled submarines and sharks. There is also a large outdoor public space with stadium seating which is also shaped in the iconic brick.
Inside, giant Lego characters dominate the space with a tree that fills the atrium along with dinosaurs, giant cities and mountain ranges. Downstairs in the Vault, the history of the brand is chartered with all of the innovations from the brand, since its beginning, appealing to adults and children. There is also a café where food is served by robots in Lego boxes.
Lego is a brand that understands the need to create an experience which some toy brands appear to have forgotten.