Lego Sparks Delhi Buzz with Bricks‑Ahead OOH Ahead of Launch
The Lego Group ignites excitement across Delhi–NCR with interactive OOH installations, AR‑enabled murals, and pop‑up play zones ahead of its flagship store opening.
Prakhar
Building Anticipation with Bricks and Beats
As its first Delhi–NCR flagship readies to open, the Lego Group has plastered the city with eye‑catching OOH activations: towering brick sculptures on highways, interactive murals in malls, and digital kiosks where passersby can design virtual Lego creations.
AR‑Powered Play Walls
At key metro stations, commuters scan QR codes to unlock AR filters that animate static murals—blocks rise and stack, minifigs march, and users can capture videos of themselves “building” next to Lego landmarks, sharing them with #DelhiBuilds on social platforms.
Pop‑Up Play Zones
Weekend pop‑ups in CP District and Select Citywalk let families step into giant, walk‑through Lego builds—rocket ships, jungle temples, and urban skylines—all constructed at human scale. Children test new sets, while parents sip coffee in branded “Creative Corners.”
Influencer Brick‑Challenges
Local content creators compete in timed “Brick‑Offs” on Instagram Live: Blindfolded builds, speed‑stack challenges, and fan‑judged design duels generate real‑time excitement, peppered with behind‑the‑scenes banter and product giveaways.
Countdown to Grand Opening
Each activation features a live “Brick‑Clock” count‑down, projecting real‑time hours and minutes until the flagship store doors open. As the number shrinks, social media chatter builds, and eager fans register online for VIP opening‑day slots.
From OOH to Store Shelves
On launch day, the city‑wide build campaign culminates in a 10‑minute flash‑build: hundreds of volunteers assemble a custom Delhi skyline mosaic in front of the store entrance. The completed mural becomes a permanent art piece, cementing Lego’s playful spirit at the heart of Delhi.
Cementing Community Through Play
By bringing Lego out of the box and onto city streets, the brand turns everyday spaces into creative canvases—fostering anticipation, hands‑on experiences, and a sense of collective wonder. When the flagship opens, Delhi won’t just welcome a store; it will celebrate a movement of imagination, one brick at a time.
