LEGO builds ‘mini airport within an airport’ to welcome travellers to Malaysia

As airports increasingly evolve beyond transit hubs into full-fledged lifestyle destinations, brands are finding new ways to engage travellers where dwell time is high and attention is captive. For The LEGO Group, that opportunity has taken shape at Kuala Lumpur International Airport (KLIA) Terminal 1, where it has launched an immersive brand experience in collaboration with Malaysia Airports Holdings.

Timed to support Visit Malaysia 2026 (VM2026), the “Let’s go Malaysia 2026” campaign transforms a section of KLIA into what LEGO calls a “mini airport within an airport”, blending creative play, cultural storytelling and retail into a single experiential activation. Running from now until 30 June 2026, the installation invites travellers to explore Malaysia’s landmarks and heritage through large-scale LEGO builds and interactive zones.

According to Nina Patricia Da Costa, general manager of Singapore, Malaysia and APAC travel retail at The LEGO Group, the campaign is designed to spark curiosity and connection from the moment travellers arrive. Through LEGO bricks, Malaysia’s architectural and cultural icons are reimagined in a way that feels accessible and playful. "This collaboration celebrates the country’s rich cultural diversity and architectural heritage, creating a memorable experience for travellers as they begin their journey through Malaysia," she said.

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For Malaysia Airports, the collaboration reflects a broader push to enhance passenger experience through storytelling and engagement. Mohd Izani Ghani, managing director of Malaysia Airports, positions KLIA as more than just a gateway, but a destination in its own right. "The showcase supports the spirit of VM2026 by offering local and international visitors a distinctive first impression of Malaysia’s cultural diversity through an iconic toy, while adding meaningful moments of engagement for families and travellers of all ages," he added.

At the heart of the campaign is the immersive walkthrough itself. Designed as a sequence of themed zones inspired by airport touchpoints, visitors can move from a LEGO-built departure hall and baggage drop area to a playful customs checkpoint and seating zone. A LEGO airplane cabin complete with window dioramas of Malaysian landmarks offers one of the most Instagrammable moments of the experience, while a jungle-themed “Rimba” boardwalk highlights the country’s natural biodiversity.

Anchoring the installation is a showcase of Malaysia’s most recognisable structures recreated in bricks, including the Petronas Twin Towers, KL Tower, Merdeka 118, The Exchange 106 at TRX and KLIA’s own control tower. Together, the builds position LEGO not just as a toy brand, but as a creative medium for cultural expression and national storytelling.

Beyond visual impact, the campaign is designed to drive repeat engagement. From postcard stamping activities and exclusive LEGO passport stamps to upcoming make-and-take sessions launching in March 2026, the experience will be refreshed in stages. Shoppers can also unlock limited-edition giveaways through tiered spending, reinforcing the retail element of the activation.

Valiram, LEGO’s official retail partner for the campaign, supports the experience with a dedicated retail zone featuring travel-friendly sets aimed at on-the-go play and gifting. In doing so, the activation links experiential discovery directly to purchase, bridging brand engagement with commercial outcomes.

At the end of last year, the LEGO Group brought its 'Botanical garden' collection to life in Kuala Lumpur with the launch of Asia’s first LEGO Botanical Glasshouse at Pavilion Kuala Lumpur. Open from 15 to 26 October, the immersive pop-up transforms the shopping centre’s Centre Court into a whimsical garden, showcasing the creativity and charm of the LEGO Botanicals collection.

Inspired by the '21353 LEGO® Ideas the botanical garden' set, the glasshouse invites visitors to explore delicate brick-built blooms, tranquil bonsai displays, a LEGO fountain, and a detailed LEGO diorama. Highlights include a life-sized pink rose sculpture, the LEGO 'Bonsai garden', a floral throne, and a “JOY” photo corner, providing both visual delight and interactive experiences. Visitors can also take part in hands-on floral workshops, crafting their own LEGO floral gifts.

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