Schön! alive 2 | next level

Getting creative in the Red Zone.

Although the town of Billund in Jutland has a population of less than 8,000, it boasts an international airport (the second largest airport in Denmark) and millions of visitors a year, and all because of a humble plastic brick. Known as the birthplace of LEGO, Billund is home to not only the factory, which opened in the 1930s, and company headquarters, but also the first LEGOLAND theme park and a host of other family-friendly attractions, including Scandinavia’s largest waterpark. But we’re not here for any of that. We’re here to visit LEGO House, AKA ‘Home of the Brick’. And for the second edition of Schön! alive, we discover why LEGO House is magic for kids (or the kid) inside all of us.

The ‘Home of the Brick’ is an apt nickname for the space: the 12,000 sqm, multi-level area houses 25 million LEGO bricks, and just about anything you can build with them. The ‘Tree of Creativity’, which towers in the centre of the building, alone contains over six million of them. With a restaurant, where robots serve you, and numerous play areas, there’s plenty to distract the kids, but the house is not aimed solely at youngsters.

“LEGOLAND parks are about rides and theme park family fun,” states LEGO House Managing Director Kathrine Kirk Muff, “while LEGO House is focused on playing together hands-on, being inspired to use the LEGO brick in ways you have never imagined before. You step into an immersive space where building, storytelling and imagination are at the heart of the experience. You won’t find rollercoasters here, but a unique space where creativity and curiosity take centre stage.”

The house is designed around nine core principles of learning through play, with each zone intended to activate different areas of the brain, helping unleash creative potential. In fact, it’s being billed as a creative hub for a forward-thinking Gen Z audience. “LEGO House is like a living lab for creativity,” says Muff. “For professionals in creative industries, whether it’s design, architecture, tech or education, it’s a place that challenges you to think in new ways. Many companies even bring their teams here on corporate visits for inspiration. Our experience zones focus on social, emotional, cognitive, creative and physical skills: the five cognitive skills that you learn when you play, that are as vital in a creative career as they are in childhood development. When you play, you learn!”

LEGO House was opened in 2017 by Kjeld Kirk Kristiansen, the third-generation owner of the LEGO Group. His intention, explains Kirk Muff, was to build a “clubhouse for LEGO fans of all ages”. Of course, this includes countless child-friendly features – Billund is, after all, a designated UNICEF Child Friendly City – but, today, around 20-25% of LEGO House visitors are adults not accompanying kids, and this number is growing. “It offers a deeper layer for adults, especially for those who love the LEGO history, design or architecture,” explains Kirk Muff.

Learn more about LEGO House in the full feature in the second edition of Schön! alive, out now.

left
The World Explorer section in the Green Zone
takes you around the globe.
right
LEGO House attracts children
and adult fans alike.

left
LEGO creations
on display in the Red Zone.
right
Enjoy relaxing sounds
while you build.

Every visitor receives a
wrist band that gives them access to
numerous interactive features.

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words. Huma Humayun
photography. Dennis Stenild