LEGO this morning unveiled a surprising new range,putting a twist on the construction category by combining tile blocks with jewellery-making and customiseable home décor.
Described as an entirely new 2D tile play concept, LEGO DOTS taps into the arts and crafts space, combining multiple shapes and colourful tiles, it is supported by an exciting portfolio that ranges from bracelets and other wearables to room décor with surfaces designed for individual customisation and self-expression. Unique mood tiles are also being introduced, including facial expressions, music notes, cosmic planet, animal prints and stars.
To launch the range, LEGO teamed with artist Camille Walala for a new installation called House of Dots at Coal Drops Yard in central London. Using the new LEGO DOTS, Walala created a free public art installation expressed through the vibrant colours and bold geometric patterns of both the new product and her own signature work.
“It’s a joy to create a fun space where kids and adults can spontaneously express their creativity, make something beautiful and show off who they are,” the artist says. “HOUSE OF DOTS captures all the exuberance and playfulness that people know me for, with something extra special: the chance to let your imagination go wild and create your own work of art. Oh, and a slide.”
Comprising five rooms spread over eight shipping containers, everything in House of Dots, from the walls and floors to the rugs, frames and furniture has been customised in a mashup of LEGO DOTS and Walala’s distinctive patterns and colours.
Lena Dixen, Senior Vice President and Head of Product and Marketing Development at the LEGO Group, says about the collaboration with Camille Walala: “We’re extremely excited to introduce LEGO DOTS as a new arts and crafts building concept giving children a creative canvas for social, self-expressive play with endless, ever-changing patterns, colours and designs.
“As someone who epitomises how confidence in your creativity can have a tremendous impact, Camille was perfect to collaborate with to announce it to the world. She has created something extraordinary and immensely fun that we can’t wait for our fans to explore and be inspired by.”
The ticketed, public event will invite fans to get involved by designing their own patterns and bracelets – and even take elements away with them ahead of the release of LEGO DOTS in March 2020.
LEGO says it has more 2D tile-based LEGO products in the pipeline.