LEGO Technic Launches First Live Brand Experience in China

This weekend saw the launch of LEGO Technic’s first live brand experience in China. The activation is taking place at Indigo, Beijing and runs through until the 12th August. The experience - which is supported through a broader integrated/ PR and social campaign - is designed to build awareness and brand affinity for Technic in this important market.

Working in partnership with global brand experience agency Jack Morton, LEGO created an experiential activation for consumers that brings to life Technic’s ‘Build for Real’ ethos and challenging, mechanical nature. The experience - designed around a ‘Function Lab’ - showcases Technic’s functional systems through a variety of fun interactive challenges, inspired by mechanical engineering. 

For example, a crash test challenge for the ‘Whack and Bash’ product series; a parking challenge for the All-Terrain Tow Truck; and a mechanical motor wall-building test for the Rough Terrain Crane. The highlight being a working engine of the Bugatti Chiron hero product - a showcase of a functioning motorized Chiron engine brought to life entirely by LEGO Technic pieces.

 Lili Rui, Brand Marketing Manager, China, LEGO said: “We wanted the first live experience we created in China to reveal the depth of LEGO to this market. Technic offers a wonderful opportunity to explore and discover and we’re delighted that this experience truly captures that and brings it to life.”