Lego – urban planning tool or brand hype?

19th December 2014
Paul Bailey

Lego wants to be taken seriously by architects, urban planners, even MIT. Can Lego help us build better cities, or is it all just brand hype? The Guardian asked us to comment.

When The Guardian wanted an opinion from a branding perspective of why Lego might be encouraging ways for it to be used as a tool for the early stages of urban planning they spoke to us. See what we had to say on this, or read the full article in The Guardian here.

“One of Lego’s strengths is its impermanence,” says Paul Bailey of the London brand consultancy 1977 Design. “It’s being used in things like urban planning because, at its core, Lego is about building and innovation. It was never about making toys that looked exactly like a spaceship.” A partnership with a group like MIT strengthens that image of innovation and creativity, and reconnects the company to its original identity, back in the days before the film franchising and the brand partnerships. “I think what Lego is potentially doing here is reiterate, ‘We are a creative platform.’”

Image © fdecomite

It’s being used in things like urban planning because, at its core, Lego is about building and innovation. It was never about making toys that looked exactly like a spaceship.