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 imagination. We are delighted to showcase how the Superpower of Play has the potential to unlock creativity in all of us by taking over such an iconic and popular London landmark. As the evenings draw in and the city prepares for the festive season, our installation is a timely reminder of the joy and wonder that play can bring into our everyday lives.”
Sam Cotton, Head of Asset Management at Battersea Power Station Development Company, said: “It was fantastic to see the Power Station’s facade come to life today with the LEGO® ‘Factory of Creativity’ projection and to watch the joy it brought to our visitors. We are always looking for innovative ways to create unique experiences and the Power Station offers the perfect canvas for us to bring new artwork to the capital, whilst also raising awareness of the great mix of brands such as LEGO® that call the riverside neighbourhood home.”
The ‘Factory of Creativity’ projection at Battersea Power Station not only showcased the LEGO Group’s commitment to inspiring creativity but also serves as an invitation for everyone to unlock their own superpower of play. For more information, please visit https://www.lego.com/en-gb/rebuild-the-world.
Visitors to the LEGO® Battersea store between 26th October – 1st November 2024 can also enjoy a special Halloween hunt and build a free LEGO spider on 26th October (10am – 12pm) and 27th October (12pm – 2pm). For more information, please visit https://www.lego.com/da-dk/stores
