LEGO ® Architecture
[ Architecture starts when you
carefully put two bricks together. ]
Ludwig Mies van der Rohe The aim of LEGO® Architecture is to celebrate the
past, present and future of architecture through
the medium of the LEGO Brick. By developing a
distinct range of brick-based products, we highlight
the fascinating worlds of Architecture, Engineering
and Construction. Our ambition has been to inspire
minds of all ages, whether they’re young and eager
to learn, or just young at heart and simply intrigued
by these iconic buildings and structures.
Since the first product was introduced in 2008, the
response has been immensely positive. An ever
increasing range of LEGO Architecture products has
enhanced the LEGO brand, attracted new audiences,
and created a successful and sustainable business
platform.
Our focus now is on expanding LEGO Architecture
to a truly global concept.
2008-2010:
From first ideas to full product series
It was Adam Reed Tucker, a Chicago based architect
and LEGO® enthusiast, who first thought of interpreting
architectural landmarks using LEGO bricks. A pilot
programme with the LEGO group proved a success,
and in 2008 the first two LEGO Architecture products,
the Willis Tower (formerly Sears Tower) and the John
Hancock Center were launched.
Since then the LEGO Architecture range has
expanded rapidly and developed into two distinct
lines. A Landmark Series of famous buildings and
tourist attractions that have become icons for cities
they are in. And an Architecture Series that focuses
on influential buildings, architects and movements
that have shaped the architectural landscape.
[ My desire is to capture the essence of a
particular landmark into its purest sculptural form. ]
Adam Reed Tucker, Architect & LEGO Architectural Artist
National Trust for Historic Preservation and Farnsworth House™ are trademarks of the
National Trust for Historic Preservation and used under license to the LEGO Group.
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LEGO and the LEGO logo are
trademarks of the LEGO Group.
©2011 The LEGO Group.
Model designed by
Adam Reed Tucker
Architect Series
Serie Arquitectónica
Série Architecture
546
Visually, LEGO Architecture underlines these values
by expressing itself confidently and consistently.
pcs/pzs
21009
12 +
Ages/edades
PLACEHOLDER
Plano, Illinois, USA
Farnsworth House™
It combines hands-on model-building experience with
an in-depth insight into the design and construction
process, to create a concept that’s engaging,
informative and with a proven popular appeal.
LEGO® Architecture is unique: both in what it offers
as a product and in the way it presents itself.
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Distributed in USA by LEGO Systems, Inc., Enfield, CT
06083. Distributed in Canada by/Distribué au Canada par
LEGO Canada Inc., Richmond Hill, Ontario L4B 1J4.
Importado por: LEGO México S.A. de C.V. Paseo de las
Américas No. 41, 2° Piso Col. Lomas Verdes 3a. Sección
Naucalpan de Juárez, Estado de México, México, C.P. 53125
Farnsworth House™
Plano, Illinois, USA
The LEGO ® Architecture identity
Farnsworth House™ History
Lying in a once-rural setting, Farnsworth
House™ seems to float weightlessly
above the ground it occupies and has
become an iconic expression of 20th
century modernist architecture.
Ubicada en lo que un día fuera un
paraje rural, la Casa Farnsworth™
parece levitar sobre el suelo que ocupa
y se ha convertido en uno de los símbolos más representativos de la arquitectura modernista del siglo 20o.
Installée dans un cadre jadis rural,
Farnsworth House™ semble littéralement
flotter au-dessus du sol qu'elle occupe et
est devenue une icône de l'architecture
moderne du 20e siècle.
Ludwig Mies van der Rohe (1886-1969)
Born in Germany, Ludwig Mies van der
Rohe was at the forefront of an architectural
movement that established a new
International Style based on clarity and
simplicity. After he emigrated to the US in
1937, his modernist ideals matured further
and he pioneered the use of materials
such as industrial steel and plate glass to
define interior spaces.
El alemán Ludwig Mies van der Rohe
fue el máximo representante de un
movimiento arquitectónico que sentó las
bases de un nuevo estilo internacional
basado en la claridad y la sencillez. Sus
ideales modernistas madurarían después
de emigrar en 1937 a EE. UU., donde
exploraría el uso de materiales como el
acero industrial y el vidrio en placas para
definir espacios interiores.
A National Trust Historic Site
Farnsworth House™
Plano, Illinois, USA
Né en Allemagne, Ludwig Mies van der
Rohe est à l'origine d'un mouvement
A successful concept
By any measurable means, LEGO® Architecture can
be called a great success. This is not only in terms
of the number of individual LEGO Architecture sets
sold, but in the interest that’s been created around
the concept.
With limited media and marketing budget, LEGO
Architecture has generated almost $50 million worth
of PR coverage in a wide range of on and offline
media. This growing popularity is further underlined
when the words “LEGO Architecture” are searched
for on the Internet: the result is currently over nine
million individual results.
A successful concept
The interest in selling LEGO® Architecture products
has also grown beyond our own LEGO stores
and direct-to-consumers on-line channels. As well
retailing directly in the gift shops of LEGO Architecture
partners such as the Seattle Space Needle and the
Guggenheim Museum, a growing number of quality
third-party retailers, such as Barnes & Nobel, have
also started to stock the complete product range.
Perhaps the biggest measure of success is the
reaction of the people who actually purchased LEGO
Architecture products. These range far beyond
traditional LEGO consumers, and have achieved
high levels of satisfaction and a repurchase intent
of up to 90%.
Moving Forward: 2011 and beyond
We intend to maintain the positive momentum LEGO®
Architecture has achieved since 2008, and expand the
concept further by making it a truly global product range.
We will continue to launch between two and four new
products every year, and with the introduction of the
Dubai Burj Khalifa model in Spring 2011, we include the first
non-USA based model in the LEGO Architecture portfolio.
As the product range becomes more international, our
sales channels will also expand. LEGO Architecture
products will be sold globally through our direct-toconsumer channels and in all of the over 60 LEGO
Brand Retail Stores located around the world. We will also
continue to establish further retail opportunities through
new strategic partnerships.
Above all, we will stay true to the original LEGO Architecture
values by focusing on real buildings and structures that
have genuine stories of architectural interest.
Partners in success
LEGO® Architecture has also been a success story
for our partners.
A LEGO Architecture model set is a differentiated,
premium-priced, quality product that appeals to wide
range of consumers – including older children, adults,
gift-givers and souvenir buyers. It’s a product that
also benefits directly from its link to the larger LEGO
brand family: currently one of the most successful
and respected brands in the world.
Both existing retail partners of the LEGO group and
new ones from alternative retail channels have shared
in the growing popularity of LEGO Architecture. This
varied and increasing range of retail outlets will
continue to benefit from each other and expanding
awareness of the concept.
Business models
The sales and distribution of the LEGO Architecture
range is organized via both the LEGO group’s own
and other retail channels. Many of these alternative
channels are outside of traditional toy retailing, and
include museums, architecture-forums, design stores
and tourist locations. These channels are currently
serviced by our distribution partner in the US,
Brickstructures Inc.
About Brickstructures, Inc.
Brickstructures, Inc. is a privately held
company established to promote the use
of LEGO Bricks in relation to Architecture.
Established by architect Adam Reed Tucker
of Chicago, Brickstructures, Inc., acts as
creative developer and exclusive distributor
for LEGO Architecture. Brickstructures
arranges events and explores educational
activities in conjunction with architectural
firms, institutions and landmarks. For more
information on the work of Adam Reed Tucker,
Brickstructures, Inc., and LEGO Architecture
visit www.brickstructures.com.
When expanding LEGO Architecture outside the US,
we will look for new distribution and business partners
who can help us to reach relevant audiences in the
right context.
Brickstructures and the Brickstructures logo
are trademarks of Adam Reed Tucker. ©2011
Brickstructures, Inc. All rights reserved.
Future models in the LEGO Architecture assortment
will be carefully selected to fit our strategic intent to
make LEGO Architecture an attractive concept for all
architecturally interested customers around the world.
About The LEGO Group
The LEGO Group is a privately held, familyowned company, based in Billund, Denmark.
It was founded in 1932 and today the group
is one of the world’s leading manufacturers
of play materials for children. The LEGO
Group is committed to children’s creative
development and learning, and its products
can be purchased in more than 130 countries.
LEGO and the LEGO logo are trademarks of
The LEGO Group. ©2011 The LEGO Group.
Contact info
For more information please contact LEGO®
New Business Goup:
Daiva Staneikaite Naldal
Business Manager
Business Development
+45 79506443 (Direct)
+45 20308478 (Mobile)
[email protected]
LEGO and the LEGO logo are trademarks of the LEGO Group. ©2011 The LEGO Group. 041640