LEGO opens huge visitor centre to promote creativity

The house, containing 25 million toy bricks. is billed as the 'ultimate LEGO experience'.


Children and creative souls of all ages can now get the ultimate LEGO experience all year round in newly opened LEGO House in Billund, Denmark – a 12,000m2 house filled with 25 million LEGO bricks.

It took four years to build, and was opened at a grand event attended by HRH The Crown Prince and HRH The Crown Princess and their children.

Fans of all ages

For LEGO owner Kjeld Kirk Kristiansen the house is a place where LEGO fans of all ages can find out much more about where LEGO play can take you.

Kristiansen said: “It has been a dream for me for many years to create a place that will give our visitors the ultimate LEGO experience. With LEGO House, we celebrate creativity and the strength of learning through play. When they play, children learn the basic skills that they need, such as creativity, collaboration and problem-solving abilities.

“At the heart of all LEGO experiences – from the boxes of LEGO bricks that children have at home to this fantastic LEGO House that we are celebrating today – is the unique and timeless LEGO brick. With LEGO bricks, you can express yourself creatively and make anything imaginable. The possibilities are endless, and nowhere else in the world can you experience it in the same way as in LEGO House.”

The heart of LEGO House is the experience zones. Here, visitors will find two exhibition areas and four play areas where they can explore their creativity in a variety of ways. The zones are based on four different colours, each symbolising a special aspect of play and learning. Red is for creative skills, Blue is for cognitive skills, Green is for social skills and Yellow is for emotional skills.

Jesper Vilstrup, LEGO House CEO, said: “All activities in the house are related to our LEGO philosophy that learning through play promotes innovation and creativity. Play runs through the LEGO Group’s DNA, and it is really brought to life in LEGO House. Everything from experience zones and outdoor areas to our restaurant concepts is based on play and creativity, so no matter what you do in LEGO House, it will have something to do with playing.”


LEGO House expects to welcome 250,000 paying visitors each year. Visitors are expected to come from all over the world – mainly families, but also school groups, LEGO employees and AFOLs (Adult Fans of LEGO).

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