senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Awards and Events in association withCreative Circle
Group745

Boys+Girls Launches First of its Kind Experimental LEGO Brick Café

27/10/2022
Advertising Agency
Dublin, Ireland
687
Share
The Lego Brick Café is a space for adults to rediscover the power of play

Today sees the opening of the world’s first experimental LEGO Brick Café, an inspiration space giving adults the opportunity to experience and play with LEGO bricks. This café is unlike any place created to experience LEGO creativity, as it has been purpose-built for adults. Launched during World Mental Health Month, the café is designed as a space where adults can experience all the mental health benefits that play can bring.

The experiment is set to run for two days and is the result of an open innovation collaboration between the LEGO Lead User Lab – a department working with experimental open innovation ideas, and Boys+Girls creative agency, who developed the concept idea and submitted it to the LEGO Lead User Lab.

At the café, guests will be able to choose from a selection of LEGO sets and bricks, which they can play with on-site. Among the various activities, guests can take part in facilitated workshops that demonstrate the multitude of creative uses LEGO bricks can have, such as stop-motion animation builds, mindfulness builds, expressive mosaic builds and open-canvas self-expression.

Genevieve Capa Cruz, audience marketing strategist working on the LEGO Group’s adult focused strategy, said, “For generations, children and adults alike have used the LEGO System in Play to challenge themselves creatively. We know there are many adults around the world who are also keen to experience the joy of building with LEGO bricks, yet are unsure where to start. With this new type of open innovation experiment, we want to explore fun and engaging new ways for adults to start experiencing the joyful focus of building with LEGO bricks through new channels we haven’t explored before.”

An open innovation-based experiment starting with LEGO fans

Exploring adjacent ideas is something the LEGO Lead User Lab has embarked on in the past year, experimenting with open innovation ideas and new-to-the-company concepts, experiences, channels or services, together with innovators and fans all around the world.

Kris Clarkin, creative director at Dublin-based creative agency, Boys+Girls, said, “Play is fundamental to life. It can help improve memory, increase creativity, and reduce stress. As LEGO fans we knew LEGO was the perfect brand to encourage more adults to play. The biggest barrier was coming up with a setting that wouldn’t be perceived as a place for kids. The intention for the LEGO Brick Café experiment was to design an inspiration space where like minded people can meet and play, while sharing ideas. I’m excited to see how people interact and respond to building with bricks in a setting like this one.”

The LEGO Brick Café is initially being trialled in Dublin at Hen’s Teeth, Blackpitts, Dublin 8 for two days. The results of this experiment will be used to assess the consumer appetite for this new way of experiencing LEGO play.

Credits
Work from Boys+Girls
Burglar Bootcamp
PhoneWatch
01/02/2024
11
0
Jeff's World
Three Ireland
05/05/2023
74
0
Story Maker Storyboards: Careers
Minding Creative Minds
14/03/2023
14
0
ALL THEIR WORK