A Summer Celebration of Creativity
This summer, The LEGO Group transformed London’s Serpentine Gallery with its vibrant PLAY Pavilion, a two-month installation designed to spark creativity across generations. Conceived by celebrated architect Sir Peter Cook, the Pavilion served as a colorful hub where imagination and play took center stage.
An Inclusive and Interactive Space
The Pavilion’s mission was simple yet powerful: to provide an inclusive space where children and adults alike could explore their creativity through hands-on experiences. From bold installations to interactive workshops, the design encouraged visitors to experiment, collaborate, and celebrate the joy of play in unexpected ways.
Workshops Across Art, Music, and Sport
Over the course of two months, the PLAY Pavilion hosted free initiatives spanning multiple creative disciplines. Art, music, and sport became the main touchpoints, with programming that invited visitors to engage in unique activities that pushed the boundaries of traditional play. London-based content creators also took part, helping to bring the energy of the Pavilion to wider audiences.
A Platform for the Next Generation
Beyond the colorful structures and playful atmosphere, LEGO’s installation highlighted the role of creativity in shaping the future. By empowering young people to embrace imagination, the PLAY Pavilion emphasized the enduring message that creativity is not just for fun—it’s a vital tool for problem-solving, innovation, and expression.
