The LEGO Group revealed the design of the experience center “The LEGO House”. The center, which will be built in Denmark, illustrates the systematic creativity of LEGO bricks and is expected to attract 250,000 visitors annually.
When the LEGO House opens in 2016 visitors to the house in Billund, Denmark will enter a building that resembles gigantic LEGO bricks combined and stacked in a creative way to create an imaginative experience both outside and inside. In the experience center guests can expect hours full of active fun while at the same time engaging in an educational and inspirational experience – everything that LEGO play offers.
Kjeld Kirk Kristiansen, LEGO owner, explains:
“The LEGO House will show the past, present and future of the LEGO idea and I am certain it will be a fantastic place, where LEGO fans of all ages and their families and friends will get a wide range of unique LEGO experiences. It is our belief that LEGO play fosters innovative thinking, and the LEGO House gives us an opportunity to make it very tangible what LEGO play offers and how it stimulates children’s creativity and learning.”
“Architect firm BIG (Bjarke Ingels Group) has designed a building that encapsulates what LEGO play and LEGO values are all about”, says Hans Peter Folmann, Marketing responsible for the LEGO House and adds:
“The creative use of the LEGO brick shape is a true visualization of the systematic creativity that is at the core of LEGO play, so we believe that this is the right look for the LEGO House. And it simply looks amazing.”
The 7,600 square-meter building resembles “gigantic LEGO bricks” that are “combined and stacked in a creative way to create an imaginative experience both outside and inside.”
True to form, the 30 meter-tall structure will feature several exterior and multi-level access points that will remain open year-long to its estimated 250,000 annual visitors. Aside from its roof-top gardens and 1,900 square-meter public square, attractions will include a series of exhibition areas showcasing the “past, present and future of the LEGO® idea”, a cafe and an unique LEGO® store.
Bjarke Ingles, founder of BIG stated: “It’s going to be looking at LEGO from all its different aspects—LEGO as an art form, its cultural impact. When we were doing the research for it , we realized, if you would consider it just an art museum, you would be able to fill it with so much user content of such a high quality… it is one of our great dreams at BIG that we are now able to design a building for and with the LEGO group. I owe a huge personal debt to the LEGO brick, and I can see in my nephews that its role in developing the child as a creative, thinking, imaginative human being becomes ever stronger in a world in which creativity and innovation are key elements in virtually all aspects of society.”
Construction of the building is expected to begin in early 2014 and the LEGO House will be inaugurated in 2016.
It will be built in collaboration between KIRKBI A/S, the LEGO Foundation and the LEGO Group, but the LEGO Group will handle the daily operation of the LEGO House once finished.
Image © Lego