LEGO RESPONSIVE// Visual Research

Before I start the brief I thought it would be a good idea to see how other people use and interact with Lego in different and interactive ways outside of the normal 'build what's in the box' stuff.

More and more people have started building construction projects with Lego to build what ever they want. All of them must cost thousands of pounds to build however. This is an idea that I could use for the parents angle of the Lego brief, that often its the dads that just want to play with the Lego.

Lego has a very iconic design aesthetic that they are worried loosing to smaller companies like MegaBloks. Design which re-enforces this image of the traditional brick may be useful.

Legoland Denmark. This is eerily similar to the real thing, right down to the posts on those two little piers. This amazing attention to detail is another tenant of Lego's philosophy I could explore.

This is a professional Lego Team hired by Lego to build show pieces and design new models. They have a rather untold story that I think Parents would be interested in because there job is very technical and challenging, things that parents might want their kids to be tasked with at home.

Here Volvo has used Lego of some promotional work in a huge project. Turning ordinary city objects like this into Lego is an idea I could explore to fully display Lego in a new light to parents, but to also inspire children to want Lego even more as art piece advertisement.

Presenting artwork and philosophical theory in a Lego medium may get paretns interested in buying their children Lego purely because it presents Lego in a more meaningful and adult way. It could also cut back the perception that Lego is just for younger children to older kids and young teenagers.