LEGO brings Singapore's shophouses to life brick by brick

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The LEGO Group is bringing a slice of Singapore’s heritage to Orchard Road with its first-ever “LEGO shophouse experience”, a culture-led pop up running from 13 March to 5 April at Design Orchard.

Open daily from 11am to 9pm, the installation transforms the retail space into a brick-built interpretation of a traditional shophouse, blending Peranakan design influences with LEGO’s signature play elements. The activation invites visitors to explore themed rooms inspired by familiar Singaporean interiors while interacting with LEGO builds that reinterpret everyday spaces.

At the entrance, visitors are greeted by what the brand describes as Singapore’s first Peranakan-inspired LEGO brick tile wall, designed as a photo backdrop. The experience then moves through a series of rooms, including a dining space featuring heritage-inspired patterns, a living room showcasing botanical LEGO décor builds, and two contrasting bedrooms designed to reflect adult and child personalities.

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The adult room is styled as a futuristic retreat with curated LEGO displays and dynamic lighting, while the children’s room features pastel tones, loft-style beds and play zones aimed at sparking imagination.

The pop up also highlights fan-built creations as part of LEGO’s broader push to spotlight its builder community.

Visitors can also take part in hands-on activities throughout the space. Guests receive a postcard that can be completed by collecting coloured stamps at stations across the rooms, gradually revealing a design inspired by Peranakan motifs.

Once completed, the postcard can be redeemed for limited-edition LEGO make-and-take builds, including a retro LEGO boombox on weekdays and a Peranakan tile build on weekends, while stocks last.

The experience also includes a guessing challenge at the LEGO tile wall, where visitors estimate how many bricks were used in the installation. Five participants with the closest guesses will win LEGO sets at the end of the activation.

A retail zone within the pop up features a curated selection of LEGO sets across themes such as architecture, botanicals and art. These include builds such as the “Claude Monet – Bridge over a pond of water lilies”, “Mineral collection” and “Sunflower bouquet”.

Visitors who sign up for LEGO Insiders, the brand’s free membership programme, will also receive a surprise brick-based reward on a first-come, first-served basis.

“We’re excited to introduce the LEGO Shophouse Experience as it marks our first showcase of this kind, paying tribute to Singapore’s rich heritage and celebrating the stories, traditions and creativity that connect generations,” said Ágnes Molnár, marketing director for Singapore, Malaysia and APAC travel retail at The LEGO Group.

Previously in February, The LEGO Group rolled out a Valentine’s Day activation centered on its LEGO Botanicals range. The campaign featured a limited time “Bloom bar” pop up at Raffles City from 2 to 15 February, inviting visitors to build their own LEGO flower bouquets instead of purchasing traditional ones.

Styled similar to an outdoor craft fair, the pop up allowed visitors to explore and assemble botanical-themed LEGO sets such as rose and tulip bouquets. The campaign extended beyond the mall with smaller activations across Singapore, including a vintage-style photo opportunity truck near City Hall and a “Bloom squad” that distributed roses and vouchers redeemable for LEGO rose stalks with qualifying purchases at participating stores.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.

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