The LEGO Brick Café is a first of its kind brand experience for LEGO, designed exclusively for adults. No children allowed. The goal was to reframe LEGO as a brand for adults too. The experience was launched during World Mental Health Month with neuroscientists and mindfulness experts, and positioned LEGO as a way to improve mental health – because play is clinically proven to reduce stress.
The café exuded all the playfulness and charm of LEGO. It was a safe space away from an ‘always-on’ world where they could relax and discover how to destress with LEGO. Attendees booked their place via a managed booking system on the café’s website. Customers were greeted on arrival by brand ambassadors and shown to their play table where they could order coffee, pastries, and LEGO from specialised menus. They were encouraged to put their phones away and immerse themselves in a world of play. Ireland’s leading mindfulness expert designed mindfulness guides for each play table (in the style of a LEGO instruction leaflet), and also led immersive LEGO Mindfulness Workshops throughout the day.
By encouraging adults to see LEGO in a different way, they engaged with the unique and novel LEGO Brick Café experience and changed how they felt in themselves and how they felt about LEGO:
The LEGO Brick Cafe and the effect of LEGO play on stress captured the attention and imagination of international media - reaching an audience of over 260 million people worldwide.
