This past weekend London’s Southbank was transformed into a LEGO® wonderland for the LEGO Imaginarium event. The event was inspired by the current LEGO advertising campaign “This is not a Brick” as well as wrapping up the 60th anniversary celebrations of the LEGO brick. We sent BricksFanz reader Robin Hull to that there London to check out the LEGO Imaginarium. This is what Robin thought of the event, as well as some photos of the LEGO Imaginarium hut.
On a cold and wet Saturday afternoon there was a ray of sunshine for visitors to London’s Southbank.
The LEGO Group brought a touch of Christmas to SE1 with the LEGO® Imaginarium. A brick built winter chalet decked out with Christmas themed builds. Guests were given the opportunity to view the scene through a tablet device running an Augmented Reality app. And, as if by magic, brick-built dinosaurs, dragons and all manner of creations were brought to life. Even the Space Shuttle got in in the act!
Once inside the chalet, children and adults alike were given the opportunity to play, create and build with real LEGO bricks. And build they did!
Outside, once guests had posed for pictures with a brick-built Santa, were a number of shelves where dozens of creations built by eager builders were displayed for all to see! And, if that wasn’t enough, as a reward for their efforts a free LEGO polybag was offered to all who took part!
The event marked an end to the year long celebration of the 60th anniversary of the LEGO brick. It also reinforced the LEGO Groups current advertising campaign; #thisisnotabrick
Thanks to Robin for attending the event on behalf of BricksFanz and to Mischief PR and Pretty Green for inviting us along.