Kuala Lumpur, 25 July 2024 – Bonjour builders, let’s go to Paris with The LEGO Group! The LEGO Group is unveiling Malaysia’s first LEGO Parisian Café and Art Gallery experience to ignite the travel bug in visitors!
Experience Parisian Magic
Bringing the Paris experience closer to home, fans in Malaysia can visit an exclusive Parisian-themed pop-up at Urban Node Atrium, Ground Floor (MRT Plaza Entrance), The Exchange TRX from 31 July to 25 August.
Aimed at adults with a passion for travel, this campaign takes shoppers through Parisian-inspired streets decorated with LEGO elements, inviting travel enthusiasts to embark on a refreshing journey to explore the magic of the French capital, one brick at a time.
Those bitten by the travel bug can live their wanderlust dream at The LEGO Group’s Let’s Go Paris event. Shoppers can expect the space to be adorned with common sights of the city, such as quaint alfresco dining areas, a LEGO Eiffel Tower for that perfect Instagram photo, bountiful flower carts radiating vibrance, and an art gallery and museum showcasing LEGO ‘artwork’ that evokes the culture of the city of light and love.
Additionally, shoppers can collect an event-exclusive LEGO Passport for free by signing up for a free membership with Box of Bricks. They can redeem a limited-edition passport and Notre-Dame stamp to build up their stamp collection, which is usually available only at travel retail stores in airports, LEGOLAND Malaysia, and selected LEGO Certified Stores around the world.
Global Icons of Paris
Highlighting this campaign are two of LEGO’s newest products that celebrate the iconic landmarks of Paris – the 31213 LEGO Art Mona Lisa and 21061 LEGO Architecture Notre-Dame de Paris sets, where the campaign bridges the fun of play with what makes travel unique.
Inspired by the world’s most recognisable painting, the 31213 LEGO Art Mona Lisa invites art and LEGO lovers to recreate Leonardo da Vinci’s masterpiece in 3D. This bold and unique interpretation comprises 1,503 LEGO elements and new colour hues to accurately reflect the colours used by da Vinci over 500 years ago, before the paint changed with age.
The new LEGO masterpiece has been designed with a drum-lacquered gold detachable frame to be hung on walls with other LEGO Art sets. Pre-orders are available at The LEGO group’s Let’s Go Paris event in The Exchange TRX and selected LEGO Certified Stores.
The 21061 LEGO Architecture Notre-Dame de Paris makes for the perfect new addition to the home of any fan of travel, history and classic architecture. The building experience and instruction booklet
takes the builder on a journey through the architectural evolution of this iconic Parisian landmark, beginning in 1163, when the first stone was laid, through architect Viollet-le-Duc’s redesign work in the 19th century to Notre-Dame’s majestic appearance before the fire in 2019. The ability to remove the roof also allows admirers to peek inside the legendary building and admire details such as the rose windows, interior columns, gothic arches, the two towers and more.
Often considered one of the most romantic cities in the world, shoppers can also check out the 10334 LEGO Icons Retro Radio, 21345 LEGO Polaroid Camera, 10328 LEGO Icons Bouquet of Roses, 10307 LEGO Eiffel Tower and 21349 LEGO Ideas Tuxedo Cat for a fun and romantic building experience with their loved ones.
Ágnes Molnár, Marketing Director of Singapore, Malaysia and APAC Travel Retail, The LEGO Group said, “This is the first-ever campaign designed specifically for adult fans of LEGO in Malaysia. Fans will especially be delighted to see the various Parisian-inspired setups at our Let’s Go Paris event in The Exchange TRX, as we aim to offer a unique opportunity to experience and celebrate the stunning art, charming culture and magnificent architecture of the city of love, as though they are strolling through the streets of Paris themselves.”
“We are ecstatic to collaborate with The LEGO Group to bring Malaysia’s first Parisian Café and Art Gallery to The Exchange TRX! This opulent experience allows our shoppers to live or relive their Parisian dreams through the creativity and imagination beyond LEGO bricks,” added Trevor Hill, General Manager at The Exchange TRX.
Experience Parisian Magic by Building A Piece of Paris
The chic Parisian-themed pop-up at The Exchange TRX will also feature the prominent and iconic LEGO Eiffel Tower on a giant LED screen, for shoppers and fans alike to enjoy the unique charm of Paris with a fun LEGO twist!
The event space will be transformed into a few notable interactive zones, including:
● Eiffel Tower Speed Build Challenge: Challenge yourself to speed build an Eiffel Tower using LEGO bricks with instructions within 60 seconds to redeem a LEGO Voucher (T&C applies).
● Travel Posting Photo Contest: Snap a series of travel poses with our LEGO photo booths and upload three photos on social media with a creative caption and hashtag LEGOMY #LETSGOPARISMY, to stand a chance to win a LEGO playset.
● Instagram Hashtag Printing Booth: Take a picture at the photo booth and post it on social media with the hashtag #LEGOMY #LETSGOPARISMY, collect your print-out at the print station with customisable print-out frames.
Once shoppers have posted their photos taken at the event on social media, they can redeem limited edition luggage stickers which will change weekly from the redemption counter on a first-come first-served basis. The available stickers include a LEGO Tuxedo Cat, a Parisian skyline, and a LEGO Bouquet of Roses.
Win A Trip to Paris!
In partnership with Klook, Asia’s leading platform for experiences and travel services, there will be an exciting initiative offering LEGO enthusiasts and travellers the chance to win a round trip to the enchanting city of Paris, with every purchase of selected LEGO sets.
From 26 July to 25 August, consumers who purchase any of the following LEGO sets have the chance to enter a draw to win a round trip to Paris for two:
● 31213 LEGO Art Mona Lisa
● 21061 LEGO Architecture Notre-Dame de Paris
● 21345 LEGO Polaroid Camera
● 10334 LEGO Icons Retro Radio
● 10307 LEGO Eiffel Tower
● 10328 LEGO Icons Bouquet of Roses
● 21349 LEGO Ideas Tuxedo Cat
To enter the draw, customers can simply register their purchase on the campaign page on Klook’s official website or scan the QR code in LEGO stores or at the event and share their favourite activities in Paris for a chance to win.
Visit LEGO Malaysia, LEGO Malaysia Facebook, Box of Bricks, Box of Bricks Facebook, Box of Bricks Instagram, LEGO Lazada Malaysia, LEGO Shopee Malaysia, Brick Magic, Brick Magic Facebook, and Brick Magic Instagram for more information, as well as the latest offerings and promotions. Shop for LEGO sets at all LEGO Certified Stores.
