Barcelona, the second largest city in Spain with 5.4MM people and 700K children between 0-14 years old offered the perfect location for the next LEGO Flagship store. There was an opportunity to re-inspire a creative spirit that was rocked by the pandemic while re-invigorating LEGO brand presence in the market.
One of the most iconic symbols of Barcelona’s identity and culture are it’s beautiful mosaics. Trencadís, the most popular technique for creating mosaics was made famous by legendary Spanish architect, Antoni Gaudí, and involves breaking objects and re-arranging the broken pieces into a new creation.
We decided the most authentic and buzz-worthy way to celebrate the Barcelona store launch was to Trencar (“To break in Catalan) and re-build our own LEGO brick mosaic tile plate. Our idea revolved around the building & dropping of a giant 3 meter, 120 kg, mosaic plate made with more than 62,000 LEGO bricks. Store guests got to witness a breath-taking explosion of LEGO bricks in all shapes, sizes and colors, but the real excitement came when we invited people to pick up the pieces and rebuild something new - embracing Gaudi’s philosophy that there is hope that letting go will lead to something more beautiful.
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