The LEGO Brick Café
Boys + Girls Group
This café was unlike any place created to experience LEGO, as it was purpose-built for adults. The café introduced a new audience of adults to LEGO and reframed the brand as a toy for them, not just for children. Every touchpoint within the café was considered to ensure adults felt welcome and comfortable playing. The café offered a welcome break from an always-on world and the LEGO mindfulness workshops and instructions gave customers a real-life demonstration of how play can help reduce stress and anxiety.