MET were finalists in an international design competition to create an iconic vision for a new brand house for global toy brand LEGO at its home in Billund, Denmark.
The brief was to capture the essence of the LEGO brand within a space and to inspire visitors and fans about ‘Building Play’ and the past, present and future story of LEGO.Following extensive research into the values of the LEGO brand, and through doing a series of workshops with fans of all ages, we came up with the concept of celebrating the infinite possibilities of the product - ‘If you can imagine it, you can build it’ was the mission statement and something we wanted to express through the solution.
We pursued the idea of showcasing the entire universe of LEGO sat on a single LEGO brick positioned directly at the base of the experience at its foundations.
Starting with a single brick and building upwards, visitors would ascend up this vast structure moving through the historical story of the company, through the design and manufacturing process, before arriving on the top deck where they could let their imaginations run wild, creating and sharing their own ideas in a variety of different ways both through the LEGO product and via social interaction. Ideas could then be voted for seasonally by fans, ultimately becoming major features within the space for others to interact with creating a truly evolving space.