(A Lego model is displayed during a news conference in Copenhagen, Denmark, on Feb 16, 2017. PHOTO: REUTERS)
It is very likely that every house in cities around the world would have, at one point or other, been the gathering spot for a Lego set or two. As one of the world’s most famous toy and building block brand, Lego boasts a unique formula for attracting both the young and old alike making it perpetually ‘age-less’ in terms of target audience.
In line with this philosophy, Lego has decided to create the perfect destination where its fans can visit. The Danish toymaker is building a play house in its home town designed to look like 21 giant versions of its bricks stacked on top of each other, the company said on Thursday.
(General Manager and Vice President LEGO House Jesper Vilstrup speaking during a press conference at Bella Center, Copenhagen, on Feb 16, 2017. PHOTO: EPA)
The Lego House is due to open in September near the company’s headquarters in Billund, Denmark. “Lego House will be the only one of its kind in the world and it will remain so, because Billund is the home of Lego and this is where we will always be,” its general manager, Jesper Vilstrup, told Reuters.
The 12,000 square metre building, designed by Danish architect Bjarke Ingels, will include three restaurants, a Lego store, four play areas and a gallery displaying the history of Lego and creations made by fans.
Lego House will “display everything the Lego brick can do,”Vilstrup said.
(Head of Experience Development Soeren Holm speaking during a news conference, as LEGO prepares to open the LEGO House Experience Centre, in Copenhangen, on Feb 16, 2017. PHOTO: REUTERS)
Lego, which is vying with Barbie doll maker Mattel to become the world’s biggest toy maker, has teamed up with movie franchises such as Star Wars in deals that span Lego sets, video games, and smartphone applications.
The company, founded in 1932 by Ole Kirk Kristiansen and his grandchild Kjeld Kirk Kristiansen, aims to bring children back to its core product: the Lego brick, first produced in its current form in 1958.
(An illustration of a model LEGO house. PHOTO: REUTERS)
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Article originally appeared in The Straits Times.