In an period the place gaming is turning into much less and fewer reasonably priced for a lot of households, The LEGO Group launched a revolutionary expertise that goals to reignite the enjoyment and creativity of gaming. Superpower Studioswhich just lately opened in Paris, challenges conventional notions of artwork galleries by reworking them into dynamic areas the place kids and households can discover, create and join via the magic of play. This new initiative is a part of LEGO's wider 'Play is your superpower' marketing campaign, which seeks to focus on the profound impression play has on people and communities.
Positioned in La Gaîté Lyrique, a famend cultural venue, Superpower Studios breaks the mildew by inviting kids to be the architects of their very own inventive experiences. The area is designed to be a residing celebration of the facility of play, turning a go to to the gallery into an interactive journey. The idea behind the studio is to mix artwork and play in ways in which enable households to discover their creativity, whereas emphasizing the significance of inclusion and connection.
This initiative is supported by LEGO analysis, which underlines how very important play is to household happiness and little one growth. Their findings reveal that households who play repeatedly are sometimes the happiest, however the analysis additionally highlights traits together with restricted entry to protected play environments and the damaging impression of digital gadgets on household interactions. With so many limitations, LEGO's mission is obvious: to encourage households to prioritize playful actions and rediscover the advantages of inventive playtime collectively.
The immersive gallery expertise is dropped at life by a worldwide group of Play Ambassadors, who’re artists and creators recognized for his or her modern work and dedication to fostering creativity. Led by Sarah Andelmana famend curator recognized for her visionary retail area Colette, the Play Ambassadors infuse their distinctive creative types into the area. Vibrant illustrations by the French artist Aurélia Durandthe intricate paper slicing work of a Chinese language artist Chen Fenwanand the Ghanaian-Canadian artist's unbelievable LEGO sculptures From Ekow Nima they’re all integral elements of the gallery design, giving guests a number of methods to work together with the artwork and the sport.
Chen Fenwan's “Forest of Wishes”.
Every part of the gallery presents a definite creative expertise, all centered across the theme of playful creativity. In Fenwan's Forest of Needs, guests contribute to a rising set up by constructing LEGO seeds, representing desires and hopes, and including them to the forest. Durand's “Remix Room” provides a digital artwork expertise the place friends can remix her colourful illustrations, creating new artwork varieties in actual time. In the meantime, Nimako's Legendary Maze immerses guests in a fantasy world impressed by Ghanaian mythology, the place they’ll construct guardian creatures to guard the land.
Chen Fenwan's “Forest of Wishes”.
Chen Fenwan
The gallery additionally emphasizes the function of play in bringing individuals collectively throughout variations. LEGO analysis signifies that play is an important software for constructing inclusive communities as a result of it fosters pleasure and connection no matter age, background or potential. By turning gaming right into a shared expertise, Superpower Studios goals to interrupt down limitations and encourage individuals from all walks of life to creatively interact with each other.
Aurélie Durand's “Remix Room”.
Aurélie Durand's “Remix Room”.
Aurélia Durand
Ekow Nimako's “Legendary Labyrinth”.
Ekow Nimako's “Legendary Labyrinth”.
From Ekow Nima
This initiative extends past Paris. World wide, LEGO is launching further playful experiences, together with a pop-up in Japan the place youngsters can mix culinary creativity with LEGO play, a playful studying room in China, and collaborations with public figures reminiscent of Australia's Emma Watkins to revamp areas via via the lens of the sport. “After we see the world via the untethered and imaginative perspective of kids, it turns into a spot filled with creativity, pleasure and connection. Creativity prospers once we embrace playfulness as our muse – it's the spark that ignites innovation, transforms the abnormal into the extraordinary, and brings collectively numerous and distinctive communities and visions. That's what Superpower Studios is all about,” Andelman says.
Sarah Andelman
To additional its mission, LEGO additionally makes a long-term dedication to extend entry to play for deprived communities. Via a partnership with La Villette, the corporate will present free workshops and play periods to greater than 87,000 deprived kids in Paris over the following two years. This initiative will present a lot wanted alternatives for households who do not need entry to protected and accessible play areas.
Sadly, the Superpower Studios in Paris had been solely open from September 11 – 16, 2024. We hope LEGO will proceed to open these immersive artwork galleries in additional cities sooner or later! For extra details about LEGO, go to lego.com.
Photograph by Julie Ansiau.
