Early last year, the LEGO Group announced the opening of its digital office in Copenhagen. The office focuses on the digital aspects of the LEGO Group’s business such as games, apps, the Insiders program and in-store POS systems. To support the growing need for digital content and systems, the Copenhagen office is expanding to include an additional three floors. As with other LEGO Group workspaces, this newly expanded office with feature fun decor, unique LEGO builds and other fun things to help the employees work and play. The most interesting snippet of information from the press release is the development of a new handheld POS system for LEGO store employees to use. I’ve heard this is going to replace the current till systems and vastly change the in-store shopping experience, in my opinion, for the worse. Learn more below.
The LEGO Group expands digital office workspace in Copenhagen
Dedicated to digital specialists supporting the company’s ambition of becoming a more digital business
COPENHAGEN, October 3: The LEGO Group today announced an expansion of its digital office in Copenhagen a little more than a year after its opening to support the needs of the rapidly growing digital team. The expansion includes an additional floor, extending the playful and creative workspace to three floors in the Central Copenhagen building.
Atul Bhardwaj, Chief Digital & Technology Officer said: “We are delighted to be expanding our digital workspace in Copenhagen, literally taking it to the next level, which reflects the great progress we’ve made in becoming a more digital business. Innovative digital solutions are a vital part of making every LEGO® brand experience awesome, with the LEGO brick at our heart – whether that’s for people who play with our products, shop with us or partner with us, or who are our colleagues.”
Denmark ranks as number one in the 2022 IMD World Digital Competitiveness Ranking and Copenhagen is widely seen as a global hotspot for innovative tech start-ups and global software companies.
Atul added: “Building awesome LEGO experiences requires us to continuously recruit talented new colleagues but digital talent is limited and highly sought-after. The central location in Copenhagen has proven to be great for attracting the local and international top-tier talent we set out to welcome in Copenhagen. To our diverse workforce of 23 nationalities, it means a lot that there is an international vibe, and easy access to our colleagues in Billund and the rest of the world. We are committed to further investing in creating a playful and creative work environment and look forward to continued growth and digital advances with the team.”
Creative and inclusive workplace
By the end of the year, the LEGO Group aims to have tripled the size of its digital team, with around 1,800 digital colleagues in four locations: Billund, Copenhagen, London, and Shanghai. Therefore, it is actively seeking software engineers, digital product managers, designers, security specialists, technical program managers, UX/UI designers, and data scientists.
Some of the company’s latest digital advances created by the LEGO Group’s in-house digital teams include a new point-of-sale handheld device and app that enables LEGO store teams to interact with shoppers and complete purchases anywhere in the stores and new digital tools that flow orders between warehouses to reduce delivery times for customers. Others are the new LEGO Insiders loyalty program and the LEGO digital building instructions.
The digital office in Copenhagen, which currently houses more than 300 employees, is carefully designed in dialogue with the digital teams working there to enhance digital and flexible ways of working in teams – including the company’s ‘best of both’ concept that embraces working from home as well as from the office.