Britain's What's On Event Guide
LEGO® Illumination Lights Up London Landmark
London, UK 26.10.24 – In a spectacular fusion of creativity and technology, the LEGO® Group has today unveiled an awe-inspiring projection at Battersea Power Station as part of its “Play is Your Superpower” campaign. The iconic London landmark has been transformed into a 'Factory of Creativity', with an animated artwork bringing the building’s facade to life.
This innovative display is the result of a creative partnership between the LEGO Group and the visual wizards at HelloCharlie, who have worked together to create a colourful spectacle that celebrates the power of imagination, and how a child could see a creative factory running.
The projection is an optical feast that illustrates the transformative power of play, taking over the full height of Battersea Power Station’s 50m-high chimneys and the building’s river facing facade. The 'Minifigure™ Factory' animation is the centrepiece of the artwork, featuring a giant 'LEGO Vortex' that whirls around the chimneys, with LEGO Minifigure heads, bodies, and accessories coming together in a symphony of colour and movement. Robotic arms work in harmony to assemble the iconic Minifigures, which are then propelled through a fantastical system of conveyor belts and pipes, highlighting the intricate and playful nature of the LEGO universe.
The narrative of the projection is one of endless possibilities, where the mundane becomes magical through the power of play. When we see the world through the untethered and imaginative perspective of kids, it transforms into a place brimming with creativity, joy and connection. As Minifigures are assembled, they are momentarily held on a spring-loaded platform before being catapulted up the chimneys and into the world, symbolising the journey of a simple idea into a tangible creation.
Kuran Sharma, Head of Marketing at the LEGO Group comments, “Children are a constant source of inspiration with their boundless creativity and vivid imaginati
This innovative display is the result of a creative partnership between the LEGO Group and the visual wizards at HelloCharlie, who have worked together to create a colourful spectacle that celebrates the power of imagination, and how a child could see a creative factory running.
The projection is an optical feast that illustrates the transformative power of play, taking over the full height of Battersea Power Station’s 50m-high chimneys and the building’s river facing facade. The 'Minifigure™ Factory' animation is the centrepiece of the artwork, featuring a giant 'LEGO Vortex' that whirls around the chimneys, with LEGO Minifigure heads, bodies, and accessories coming together in a symphony of colour and movement. Robotic arms work in harmony to assemble the iconic Minifigures, which are then propelled through a fantastical system of conveyor belts and pipes, highlighting the intricate and playful nature of the LEGO universe.
The narrative of the projection is one of endless possibilities, where the mundane becomes magical through the power of play. When we see the world through the untethered and imaginative perspective of kids, it transforms into a place brimming with creativity, joy and connection. As Minifigures are assembled, they are momentarily held on a spring-loaded platform before being catapulted up the chimneys and into the world, symbolising the journey of a simple idea into a tangible creation.
Kuran Sharma, Head of Marketing at the LEGO Group comments, “Children are a constant source of inspiration with their boundless creativity and vivid imaginati
From 6pm-9pm
Free
Free
Battersea Power Station London SW11 8DD
Today
Website:
lego.com