CJMY
The LEGO Group is unveiling Malaysia’s first LEGO Parisian Café and Art Gallery experience, aiming to ignite the travel bug in visitors.
This unique event will take place at the Urban Node Atrium, Ground Floor (MRT Plaza Entrance), The Exchange TRX from 31 July to 25 August.
Experience Parisian magic with LEGO
Bringing the Paris experience closer to home, the LEGO event is designed for adults with a passion for travel.
Visitors will be transported to Parisian-inspired streets adorned with LEGO elements, creating a delightful journey through the magic of the French capital.
The pop-up will feature iconic sights such as alfresco dining areas, a LEGO Eiffel Tower perfect for Instagram photos, vibrant flower carts, and an art gallery showcasing LEGO ‘artwork’ that captures the culture of Paris.
Shoppers can collect an event-exclusive LEGO Passport by signing up for a free membership with Box of Bricks.
They can redeem a limited-edition passport and Notre-Dame stamp, typically available only at travel retail stores in airports, LEGOLAND Malaysia, and selected LEGO Certified Stores worldwide.
Global icons of Paris in LEGO form
Highlighting this campaign are two of LEGO’s newest products celebrating Paris’s iconic landmarks – the 31213 LEGO Art Mona Lisa and 21061 LEGO Architecture Notre-Dame de Paris sets.
These sets blend the fun of play with the unique aspects of travel. Other notable sets include 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, offering a romantic building experience for shoppers and their loved ones.
Ágnes Molnár, Marketing Director of Singapore, Malaysia, and APAC Travel Retail at The LEGO Group, expressed excitement about the event.
“This is the first-ever campaign designed specifically for adult fans of LEGO in Malaysia.
Fans will be delighted by the Parisian-inspired setups at our Let’s Go Paris event at The Exchange TRX, offering a unique opportunity to experience and celebrate the stunning art, charming culture, and magnificent architecture of Paris.”
Trevor Hill, General Manager at The Exchange TRX, added, “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 of LEGO bricks.”
The chic Parisian-themed pop-up will also feature a prominent LEGO Eiffel Tower on a giant LED screen, allowing shoppers to enjoy the unique charm of Paris with a fun LEGO twist.
Interactive zones and exciting contests
The event space will be transformed into several interactive zones, including:
- Eiffel Tower Speed Build Challenge: Participants can speed build an Eiffel Tower using LEGO bricks within 60 seconds to redeem a LEGO Voucher (T&C applies).
- Travel Posting Photo Contest: Snap travel poses at LEGO photo booths and upload three photos on social media with creative captions and hashtags #LEGOMY and #LETSGOPARISMY to stand a chance to win a LEGO playset.
- Instagram Hashtag Printing Booth: Take a picture at the photo booth, post it on social media with the hashtags #LEGOMY and #LETSGOPARISMY, and collect a print-out at the print station with customisable frames.
Shoppers posting their photos taken at the event on social media can redeem limited edition luggage stickers, available weekly on a first-come, first-served basis. Stickers include a LEGO Tuxedo Cat, a Parisian skyline, and a LEGO Bouquet of Roses.
In partnership with Klook, Asia’s leading platform for experiences and travel services, LEGO enthusiasts and travellers have a chance to win a round trip to Paris. From 26 July to 25 August, consumers purchasing selected LEGO sets can enter a draw to win. Eligible sets include:
- 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.
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