The LEGO® Botanicals Bloom Bar is a masterclass in participatory retail. By trading sommeliers for "Brickologists" and chocolates for customisable LEGO roses, the brand reimagined the traditional Valentine’s date. With 1,800+ build hours and 3,500+ guests, the experience moved guests from intrigue to meaningful connection. It turns the act of building into a social catalyst, proving that the best brand experiences are those that facilitate shared memories.

SDD25/06_05: Lego® has unveiled a captivating limited-time pop-up event, the "Heart Flower Shop" at Majiaxiang in Chengdu Taikoo Li. This romantic activation is designed to celebrate love and creativity through immersive experiences and interactive installations. With the theme "Build with love, let your heart bloom," the Lego Heart Flower Shop encourages visitors to express their emotions through playful and artistic Lego builds. At the heart of the activation is a beautiful