Approximately 800,000 pieces make up the largest display of Lego Botanicals, the toy company’s line of floral figures, in a shopping center in Southeast Asia. It has been deployed at Jewel Changi Airport, integrated into the Singapore international airport, to offer an immersive experience, a new way of enjoying space with a focus on relaxation and exploration and suitable for all audiences.
The installation has been carried out together with the creative agency Ogilvy Singapore, and has transformed part of the shopping center into a floral exhibition. The connection between the Botanicals range and the shopping center is found in the commitment of both to the natural theme. And Jewel Changi Airport has, among other things, Canopy Park, a recreation space located on the roof with gardens, paths, slides and hanging bridges for the enjoyment of visitors.
Thus, from May 26 to July 26, those who come to the shopping center will be able to enjoy impressive floral installations, as well as constructions inspired by local culture. In addition, brands have also driven participation through games, activities and an interactive search that provides the possibility of accessing exclusive merchandise.
Original post from Changi Airport.
“The proposal promises an unforgettable experience not only for Lego fans, but also for families looking for a fun recreational activity and for international travelers interested in discovering a unique Singapore experience.”, the brands explain in a statement.
The proposed route invites you to explore all the corners of the center. In front of the spectacular Jewel Rain Vortex waterfall, two two-metre-high rose figures have been installed, while large models of the Happy Plants figures can be found in the Jewel Forest Valley.
In the green area called Canopy Park, visitors can enjoy installations that combine Lego Botanicals and Lego Icons models, celebrating garden designs from around the world, such as a traditional Japanese garden; a Mediterranean-inspired setting with sunflowers, tulips and pergolas; or an English country scene with fantasy elements.
With the intention of offering moments of fun for all audiences, Lego and Jewel have created a “stamp search”. By collecting them all from visiting the different facilities, you can unlock a special souvenir in the toy store’s temporary store located in the shopping center. At this point of sale you can also purchase the Lego sets present in the experience, as well as many others.
In addition, as part of the installation’s inauguration, a fashion show was held with the toy company’s figures as the protagonist, led by the Singapore Fashion Council. Thus, local designers and brands have created exclusive designs that creatively reimagine Lego Botanicals, combining fashion, play and spectacle.
Each designer has artfully incorporated the pieces and transformed the elements into wearable works of art. Lego’s intention has been to demonstrate how its toys boost creativity in all areas. The looks will also be displayed in the shopping center.
“This collaboration reflects Jewel’s continued efforts to create distinctive experiences that wow visitors.”; Lee Ching Wern, CEO of Jewel Changi Airport, said in a statement. “By reinterpreting Jewel’s iconic interior environment through Lego creativity, we offer an inspiring new way to experience familiar spaces, complemented by exclusive retail offerings and immersive experiences.”.
For their part, Lego points out that the intention has been to create an experience that encourages people to slow down and explore together in a playful and meaningful way. “We believe play has the power to spark creativity, foster connection, and inspire imagination across generations.” said Nina Patricia Da Costa, Managing Director for Singapore, Malaysia and Travel Retail APAC at Lego Group.Combining Jewel’s deep connection to nature and the mindful, tactile experience of building with Lego, this activation invites visitors to discover Lego Botanicals in an immersive and unexpected way”.
