LEGO House and The LEGO Group’s Build the Change initiative have collaborated on a new experience for consumers 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.
“LEGO House is divided into Experience Zones, designed to build the five flexible skills that children learn whilst playing, helping them take on the future with confidence. In the Blue Zone, you engage your cognitive skills in solving problems and handling challenges,” says Managing Director of LEGO House Katherine Kirk Muff. “Build the Change encourages the use of imagination to solve problems and encourages thinking in new and creative ways to find innovative solutions.”
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. The project collaborating with LEGO House, known as “Home of the Brick,” has been in the works for over a year, and is the single largest investment by Build the Change to date.
“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.
