LEGO and Nike fans in London could get hands-on with special limited time play experiences during a launch event featuring oversized props and activities.
To launch the Nike x LEGO Galaxy Collection, a pop-up experience in central London opened its doors on October 25 and 26.
As you arrive, the Play Arena Truck welcomes visitors to the experience. A large B’Ball Head minifigure and basketball hoop are on the back of the truck and you are encouraged to shoot some hoops, even if it means having to run around the street chasing some errant basketballs. Plus, if you show a member of staff proof that you’re a LEGO Insider, they give you a packet of shoe lace charms.
Then, inside the pop-up, you are greeted by two impressive brick-built models – one Nike shoe and the B’Ball Head mascot. The entire pop-up has a space theme that’s in-keeping of the ‘Galaxy’ collection, with walls depicting the night sky and constellations of bricks, balls and Nike ticks, whilst doorframes shaped like a minifigure head mark out each of the experience’s three rooms.
In the first section there is a ‘make and take’ model of a charming little basketball court and hoop, with brick-built Nike trainers on the side made up of just four pieces.
In the second space, and throughout the pop-up, there is a merchandise section, selling both Nike clothes and the range of Nike x LEGO sets – 43021 Dunk Trickshot, 43010 Slam Dunk and 43008 Nike Dunk. Large screens also provided the opportunity to browse a wide range of Nike shoes.
In the final space, there is the opportunity to design your own minifigure trading card using the Minifigure Generator – not only do you design the card on a digital screen, you then get a printed version of what you have created to take home.
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There’s then an opportunity to play a little indoor ball, although the experience has been designed for kids aged between seven and thirteen, so it is quite challenging for big kids as the net is deceptively low ceiling.
Keeping the collection’s space theme in mind, each attendee is given a stamp passport with a 1×1 white brick on the back, which you can add to the galaxy mural wall at the back of the venue.
To complete the passport, you had to get stamps at the venue, at the Play Arena Truck and the Nike Oxford Circus store.
The whole experience is free to enter. It is clear that this space intended to bring the best of LEGO play and Nike play together by encourahing children to get moving and have fun whilst doing so.
Meanwhile, Blocks was also checking out EGX in London to experience all of the LEGO Games activity that was taking place there.
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