Lego opened an immersive artwork gallery for kids within the coronary heart of Paris, following new analysis that exhibits many households lack entry to ample or protected areas for play.
The toy model’s Superpower Studios reimagines norms of conventional artwork museums, which are sometimes “lovely buildings with unique artwork that you could have a look at however not contact,” Alero Akuya, vp of worldwide model growth on the Lego Group, advised ADWEEK.
“What would an artwork museum appear like via the eyes of a kid?” she mentioned.
The reply is an immersive set up at cultural venue La Gaîté Lyrique in Paris, the place youngsters can encounter a fantastical forest, remix paintings, and construct their very own magical creatures and worlds out of bricks. The Lego Company and Publicity are behind the mission.
Lego partnered with Sarah Andelman, founding father of pioneering Parisian idea retailer Colette, as artistic advisor on the mission. It additionally enlisted three Play Ambassadors to create the weather of Superpower Studios.
French illustrator Aurélia Durand is behind the Remix Room, a digital expertise the place kids can mix, paint, and work together along with her artwork to make their very own creations.
Ekow Nimako, a Ghanaian-Canadian artist who makes use of black Lego bricks to construct sculptures, got here up with The Legendary Maze, a themed room primarily based on a mythological world of a Ghanaian goddess the place youngsters can craft a guardian creature.
