LEGO unveils BTS-inspired pop-up event along Orchard road

Toy brand LEGO has unveiled a new pop-up event titled the “Dynamite experience”, done in collaboration with South Korean pop boy band BTS and available for visitors to experience along Singapore's Orchard Road.

The Dynamite experience takes its inspirations from the LEGO IDEAS BTS Dynamite set, which features South Korean boy band BTS.

The Dynamite experience event is situated at the heart of Orchard Road, directly in front of Ngee Ann City, and is constructed to allow visitors to immerse themselves in a Dynamite town with photo opportunities and interactive activities available all around the event. It will be available for visitors to experience from 7 July to 16 July and opens from 11am till 9pm daily.

At the LEGO Dynamite experience event, visitors can expect LEGO BTS Big Builds Stage, Disco Retail Zone and a Record Discovery Zone along a 39-meter stretch along Orchard Road.

Don't miss: LEGO banks on BTS hype, turns 'Dynamite' music video into new play set

Visitors will first be introduced to the LEGO BTS Big Builds Stage, where they can expect immersive photograph opportunities with BTS in their LEGO forms, which are exhibited as 1.2m figurines on a makeshift stage and that has been constructed using over 161,000 LEGO bricks. 

An open courtyard will also be available drawing inspiration from the basketball court the singers danced at in one of their music videos. 

Visitors will then be brought over to the Disco Retail Zone, where the first-ever large-scale LEGO BTS Diorama has been built, inspired by the scenes in BTS’s Dynamite music video is present. It spans over 2 metres and is constructed with over 10,000 LEGO bricks. Additionally, visitors can also spot the LEGO balloons placed within the diorama to stand a chance to win LEGO sets.

Interactive photo booths present at the Disco Retail Zone will also make available a wide variety of “Dynamite” music themed graphic stickers for visitors to choose from and allow them to customise their own Dynamite experience photograph.

Visitors also stand a chance to obtain LEGO sets such as the LEGO IDEAS BTS Dynamite Set with special promotions of up to 25% off. Additionally, gift with purchase and bundle deals on selected items are offered to visitors of the event.

Lastly, at the Record Discovery Zone, visitors can participate in a dance off, “BRICKTIFY Me”, which is an activity where visitors can construct miniature version of themselves through minifigures at the play area, and through a  LEGO Donut Build. They can also collect stamps after completing each of the five interactive activities across the different zones. Visitors who attain three activity stamps and above stand a chance to play a round at the LEGO Claw Machine where they can win special prizes.

The news comes just as it was announced that LEGO Group unveiled The LEGO Ideas BTS Dynamite set, which is said to be a tribute to global pop icons, BTS, and that was designed by LEGO fans. The set features the seven-person band on the video set of their global smash-hit single “Dynamite”. With the figurines, the new set also has a vibrant donut shop, ice cream truck and record store. MARKETING-INTERACTIVE has reached out to LEGO for more information. 

When the song was released in August 2020, it reached over 100 million views in less than one day and one billion views in just eight months. It even gave the band their first number-one single in the United States.

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