Challenge
LEGO are one of the most loved brands in the world, but there is a problem with Millennial parents not having a natural affinity with the brand. They think it’s about following instructions, not imagination.
Insight
Even the most mundane and boring spaces can be transformed by kids of any background - if you never stop imagining and celebrating play.
Response
We collaborated with Yinka Ilori to build the Launderette of Dreams, an interactive pop-up and community space that harnessed the creative optimism of kids to transform an everyday shopfront.
Drawing upon his own childhood memories, Yinka reimagined the launderette in his local community - built from over 250,000 LEGO Bricks - with the help of the kids from his former primary school.
The Launderette of Dreams invited kids and parents, from all backgrounds, to never stop imagining and celebrating play.
- 2,500+
- built experiences
- 120+
- global articles
- 1.5m+
- Instagram reach
- 2 days
- Extension due to popular demand
Work with purpose
All the Bricks from the experience were donated to local communities and schools
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Harnessing the creative optimism of kids
A collaboration with Yinka Ilori to build LEGO’s Launderette of Dreams, an interactive pop-up that harnessed the creative optimism of children to transform an everyday shopfront.
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