LEGO turns 380,000 flowers into waves of colour in Shanghai

LEGO has unveiled a public art installation at the Tank Shanghai Art Center, featuring more than 380,000 hand-built botanical blooms transformed into a dramatic wave of colour.

Spanning 30 meters in length and covering 800 square metres, the "LEGO botanical wave" converts the simple act of brick-building into an immersive, city-scale exhibition running throughout October. The outdoor installation seamlessly bridges physical craftsmanship with interactive digital storytelling.

At the heart of the exhibition is "Where blooms begin", where visitors are invited to build a LEGO botanical flower of their own. Once visitors finish making their LEGO flower, they can scan their creation to get a digital bloom. This bloom then joins a growing online flower landscape, alongside pieces made by other guests.

As more flowers enter the experience, individual creations begin to move together, forming a collective digital flower flow that echoes the monumental physical wave outside.

The initiative seeks to combine the interactive experience with the visual installation. The outdoor wave's 380,000-plus blooms were all built by hand just for this show. Inside, every visitor gets to make their own flower and add it to this digital flow.

At the same time, the exhibition features a "Bloom gallery," with 18 LEGO botanical arrangements and 18 artworks created by artists and "adult fans of LEGO" (AFOLs).

MARKETING-INTERACTIVE has reached out to LEGO for more information.

Don't miss: LEGO HK transforms bus shelters into interactive play zones

A rising market trend sees brands prioritising interactive campaign experiences to deepen consumer engagement. LEGO is among those leveraging this approach. In Hong Kong, the brand recently transformed local bus shelters into interactive play zones to turn everyday commute times into family bonding moments.

Similarly, in Malaysia, LEGO launched its "What’s your hero story?" campaign, hosting hands-on workshops where children built customized hero minifigures across its City, NINJAGO, Marvel, and Star Wars lines.

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