LEGO has landed at the Mixc mall in Chengdu. Between 21 September and 15 October, you can visit a large-scale LEGO spaceship installation based on the “Over the Moon” set designed by none other than singer-songwriter and designer Pharrell Williams of the Billionaire Boys Club and Louis Vuitton menswear.
Launched at the same time but ending a week earlier on 7 October, there is a pop-up space called “Space Inspiration Bank” (宇宙灵感库), which contains the world’s first LEGO “space pinball machine” made with over 25,000 LEGO bricks and built over 1,500 hours, as well as an interactive installation called “Space Archive”, co-designed by Friendship Creative Centre (友谊创造中心) and WAARCHI STUDIO. Inspired by the Over the Moon concept from LEGO, the “Space Archive” contains two parts, an “Inspiration Receiver” and a “Clue Storage”. Visitor can create their own “spaceman” figurine with the bricks available and explore Williams’ space imagination.
For the launch (pun unintended), LEGO also teamed up with the Wallpaper magazine to release 2 promotional videos, one featuring musician Chace (Zhu Yihan) and the other with actress Shu Yi Senseng (樹一). Wallpaper also released two sets of photos, one being stills from the videos and the other is pictures from the pop-up space, as well as the exclusive tea and dessert set for the opening of the pop-up.
The installation and pop-up are both part of Mixc’s space-themed campaign that will span the entire month of October with moon surface and spacewalk-themed installations and other brands participating, including WAARCHI.
The opener of the space events, LEGO, sets an example that is almost hard to follow. Not only did the huge spaceship installation promote its latest collab with Williams, but also provided an outdoor landmark for “checking in” (打卡). The pop-up not only hits home with LEGO’s interactive and creative features but also involves local co-creators and plays nicely with other merchants at the mall. No wonder the “Goodbye, gravity. Over the Moon” (#告别重力，跨月狂欢#) topic gained an impressive 578,000 views for a localised activation.
