APPROPRIATION OF URBAN MATERIALS - LEGO - REBUILD THE WORLD - ESCALIERS - PARIS

The street, the largest playground

Lego invites itself to Paris as part of its "Rebuild the World" campaign.

The Danish toy manufacturer wanted to give the Parisians the illusion that the world and all the elements that surrounds us, the streets, the buildings, the bridges, the street furniture, the sidewalks…, are in reality built and created from Lego bricks.

To this end, Urban Act has imagined Floor Stickering device that turned the stairs located at each side of the legendary Alexandre III bridge and the ones near the Canal Saint Martin into a realistic human-scale Lego creation.

An unexpected and inspiring operation that perfectly symbolizes world of Lego and its colorful bricks.

This Street Marketing device was complemented by a Street Projection device promoting the "Rebuild the World" tagline and carrying the notion of that world can be rebuilt… in all its forms.

Through this campaign, Lego send a clear and ambitious message to the world: the streets remain forever a playground for the young and the old!