New York – The toy manufacturer is partnering with artist Hebru Brantley to create an immersive play space in the heart of West Harlem, inspired by the creativity of local children. Brantley and Lego invited children to use Lego bricks to build ideas for spaces that would help members of the community to play together more. The colourful designs they created – including rocket ships, volcano pyramids and island stepping stones – were used as a starting point for Brantley to bring the children’s imagination to life.
Named Fly Away Isles, the inclusive installation comes in response to Lego research that found that a third of US parents say they don’t play together enough as a family, and that 82% of children in New York wish for more play. ‘I wanted to create something that offered the local community a chance to come together regardless of their background or culture, leave the pressures of the busy world we live in behind and explore what the work looks like through the optimistic eyes of children,’ explains Brantley.
The installation highlights how a new raft of pliable playscapes are seizing on an energetic and vibrant visual language to reflect the rising Alpha generation's confidence, optimism and passion for change.
Strategic opportunity
Look at spaces through the eyes of children to create imaginative and immersive playful moments in stores and in public areas