To commemorate this year’s World Play Day, the LEGO Group has unveiled its latest installation at the Serpentine Gallery in London with a calendar of must-visit programs running all summer.
Designed by iconic British architect Sir Peter Cook, the new cultural center is a free, inclusive space for all to channel their creativity and tap into the power of imagination, with the vibrant, interactive structure bringing a burst of color to Kensington Gardens.
Launched as a response to LEGO®’s research, which found one in three kids feel overlooked by urban design, the space aims to champion creativity, uplift London’s grassroots communities, and give young people a place to craft freely. Speaking on the inspiration behind his design, Cook explains, “I’ve always believed architecture should surprise you, especially if you’re young. The Play Pavilion does just that, not in a grand way, but in the small detail and moments of discovery as you navigate the space. Inspired by young people there is a space to hide, climb, perform or simply let your imagination run wild. It really is about unlocking infinite possibilities through play.”
As well as music curated by NTS Radio, LEGO® has brought together its master builders alongside the scene’s most influential figures to host a variety of immersive workshops spanning art, sport, fashion, and everything in between.
Each session aims to explore the infinite possibilities of the humble yet iconic LEGO® brick. Whether creating abstract art, reimagining iconic album covers, or allowing visitors to get a first-hand experience from London’s thriving creative communities including edit workshops that go behind the scenes of the creative processes of Martine Rose and Niko B, a discovery of ecology session through guided walks in nature with Flock Together, and transforming LEGO® into soundscapes for live beat making with producers Kepler and Iglooghost — the rich programming embraces the limitless power of play.
Elsewhere, LEGO® also brings its recent multi-year partnership with Nike to the physical realm, which sees the Swoosh brought to life in brick form. Hosting a series of immersive workshops that find the intersection of football culture, streetwear and creativity, the “Brickswoosh” builder exercises champion both brands’ shared values.
See what went down at the launch of PLAY Pavilion in the video above.
The LEGO® PLAY Pavilion is open now and will run until August 10. For more information and to book a slot for the free sessions, visit the LEGO Group website now.
Serpentine South Gallery
Kensington Gardens,
London, W2 3XA
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