Lego will bring The Lego Imagination Factory to life at Westfield London between 28th and 31st August.
The event invites children to use their imagination to help fuel a power station and make dim lights become brighter. Westfield London will provide a space for visitors to free build Lego and interact with a graffiti wall and augmented reality photo area.
Myf Ryan, director of marketing – UK & Europe at Westfield, commented: “We are thrilled to see Lego use our experiential spaces to showcase its campaign and reach a new audience. Research Westfield conducted found that 57% of people want inspiration from a shopping trip and almost 70% of shoppers think that non-retail elements are an important part of the shopping experience. Westfield’s specialist in-house creative solutions team continue to work with retailers and brands to elevate new initiatives to offer our visitors new shopping experiences.”