LEGO lovers, set your sights on Denmark!
LEGO House and The LEGO Group’s Build the Change initiative have collaborated on a new experience for builders of all ages, located in Billund, Denmark. The site where the LEGO brick originated, LEGO House’s Blue Zone will welcome guests with a series of new activities meant to encourage cognitive skill development and creative problem solving, with tech serving as a backdrop.
When visitors enter Build the Change within LEGO House’s Blue Zone, a LEGO minifigure prompts guests with a task. That task varies every time, but could include challenges to build eco-friendly vehicles and more problems that require original solutions. Once guests complete a task, a second LEGO minifigure digitally captures the creation. That creation is then animated and displayed on the overhead grand screen.
The Build the Change initiative was founded in 2007. “This experience is LEGO House’s fresh approach to engaging with the Build the Change program,” says Head of Experience in LEGO House Soren Bering Andersen. “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.”
Guests of the ticket-free section of LEGO House can vote on upcoming themes for a special exhibition as a part of the effort to make the experience ever-changing and community-driven.
The LEGO House Blue Zone experience is now open to visitors. To learn more, visit the Build the Change website.
