We built a house with Lego

Creating the Home of the Brick - LEGO® House.

A 12,000 m² architectural marvel in the heart of LEGO’s hometown, LEGO House is a vibrant experience center designed to bring the brand’s core philosophy—Learning Through Play—to life. The building itself was designed by the renowned Danish architects Bjarke Ingels Group (BIG). Composed of 21 giant white bricks stacked like an imaginative LEGO creation, the structure is both a bold architectural gesture and a fully immersive visitor experience.

A Collaborative Masterpiece.

Kubik was appointed as the main exhibition contractor, leading the project’s design development and managing a complex web of collaborators. We coordinated fabrication, interactive media, interior elements, AV, and IT integration—ensuring that every team, timeline, and detail aligned with LEGO’s unwavering standards of quality. From early prototyping through to on-site installation, we helped turn this ambitious vision into a fully realized experience.

Experience Zones.

Inside LEGO House, four color-coded play zones offer hands-on learning through curated interactive experiences:

• The Red Zone sparks creativity with free-build areas and cascading brick installations.
• The Blue Zone challenges cognitive thinking through urban design and programming games.
• The Green Zone encourages storytelling and collaboration, including a stop-motion LEGO movie studio.
• The Yellow Zone taps into emotional development with interactive creature creation and personal expression.

Visitors use RFID wristbands to collect digital memories of their creations, blending physical activity with a seamless digital layer.

At the Center of It All

Anchoring the atrium is the Tree of Creativity—a 15-meter-tall sculpture built from over 6 million bricks. Surrounding it are key elements like the Masterpiece Gallery, featuring incredible builds from LEGO fans worldwide, and the History Collection, which explores LEGO’s evolution from wooden toys to global phenomenon.

Throughout the space, the design and construction remained faithful to LEGO’s proprietary scaling system, using meticulous detailing to create an environment that feels as authentic as a brick-built world.

Bringing It All Together.

Kubik oversaw fabrication and installation of key infrastructure and environmental components. That included complex casework, media enclosures, interactive exhibits, and artifact display solutions. Our team ensured that the seamless integration of hardware, lighting, and technology supported intuitive, joyful visitor interactions.

With dozens of high-touch zones requiring custom engineering, precision installation and quality control were paramount. We kept a fast-paced construction schedule on track, delivering over 30 unique zones on time and to spec.

Key Story Elements.

• Led design development and end-to-end project management across all trades
• Fabricated and installed exhibits, scenic elements, and visitor infrastructure
• Integrated lighting, AV, media and RFID systems into highly interactive zones
• Delivered one of the world’s most sophisticated brand experience centers
• Set a new benchmark for play-based corporate storytelling

LEGO House is a testament to the power of branded environments done right. For any company considering how to turn its brand into a living, interactive destination, this is proof that play, purpose, and place can align to create something extraordinary.