Lego opened an immersive art gallery for children in the heart of Paris, following new research that shows many families lack access to adequate or safe spaces for play.
The toy brand’s Superpower Studios reimagines norms of traditional art museums, which are often “beautiful buildings with exclusive art that you can look at but not touch,” Alero Akuya, vp of global brand development at the Lego Group, told ADWEEK.
“What would an art museum look like through the eyes of a child?” she said.
The answer is an immersive installation at cultural venue La Gaîté Lyrique in Paris, where kids can encounter a fantastical forest, remix artwork, and build their own magical creatures and worlds out of bricks. The Lego Agency and Exposure are behind the project.
Lego partnered with Sarah Andelman, founder of pioneering Parisian concept store Colette, as creative advisor on the project. It also enlisted three Play Ambassadors to create the elements of Superpower Studios.
French illustrator Aurélia Durand is behind the Remix Room, a digital experience where children can blend, paint, and interact with her art to make their own creations.
Ekow Nimako, a Ghanaian-Canadian artist who uses black Lego bricks to build sculptures, came up with The Mythical Maze, a themed room based on a mythological world of a Ghanaian goddess where kids can craft a guardian creature.
