LEGO Group’s “Never Stop Playing” Initiative Invites Dubai to Embrace the Magic of Play
Between September 12th and 30th, 2023, residents and visitors in Dubai will have the unique opportunity to engage with their city in a playful new way, as the LEGO Group launches its innovative “Never Stop Playing” initiative. This campaign, in partnership with Dubai Municipality and Dubai Design District (D3)—part of TECOM Group PJSC—promises to infuse joy and creativity into the urban landscape, transforming familiar spaces into interactive playgrounds.
In our hyper-connected, fast-paced world, life often becomes a repetitive cycle of work and obligations. The joy derived from the simplest pleasures—such as a child’s laughter echoing through the air or the urging to let loose on a sandy beach—can easily be overshadowed by daily routines. Recognizing this, the LEGO Group aims to rekindle the magic of play with larger-than-life installations scattered across some of Dubai’s most iconic locations.
This initiative serves not only as a reminder of the importance of play for people of all ages but also aligns with the global LEGO campaign titled Rebuild the World, which champions creativity and community engagement. The aim is clear: to encourage individuals to reconnect with the essence of play, fostering creativity, confidence, and a sense of togetherness.
Recent research conducted by the LEGO Group reveals a concerning trend among children who feel the pressure to grow up too quickly; nearly half expressed reluctance to engage in certain games for fear of being labeled “childish.” Against this backdrop, the Never Stop Playing initiative stands as a vital call to action, urging families, friends, and entire communities to experience and appreciate the power of play as a foundational aspect of life.
A Whirlwind of Color and Craft
From giant LEGO swings to oversized seesaws and towering brick-built cranes, an array of magnificent installations will await the public, designed to inspire laughter and curiosity. Set against the stunning backdrop of Dubai’s skyline, these playful structures will emerge in eight key locations throughout the city, providing a blend of art and interaction that invites visitors to pause and engage with their environment in a fresh and imaginative way. Guests are encouraged to explore not just the aesthetics of these installations, but also the joy and curiosity they provoke.
Among the notable features of the initiative are:
– Dubai Design District (D3): Here, a series of installations will include giant LEGO seesaws, hopscotch, and an eye-catching LEGO claw crane, offering families and friends occasions to interact and play together.
– Dubai Frame: Visitors can experience a thrilling giant LEGO swing, perfectly positioned for spectacular views of the city.
– Al Barsha Pond Park: Oversized LEGO representations of local wildlife, including a pigeon and a turtle, will both delight children and encourage learning about the environment.
– Blossoms Park, Nad Al Sheba: An enormous LEGO heart and hummingbird will symbolize community and life, reminding onlookers of the importance of connection and nature.
– Multiple Beaches: Locations such as Jumeirah Beach boast a LEGO skateboard display and vibrant builds reflecting local culture, while Umm Suqeim Beach features a playful giant LEGO bucket and spade set.
A Playful Catalyst for Community Engagement
This initiative not only promises exhilarating entertainment but also aims to cultivate stronger community ties and circulate a spirit of collaboration and friendship. Ula Bieganska, Marketing Director at the LEGO Group, articulated the intent behind this campaign, stating, “This campaign was created to inspire Dubai’s community to embrace the joy and creativity of play in their everyday lives. In a city that thrives on imagination and innovation, we believe play has the unique power to connect families, spark curiosity, and bring fun to every generation.”
The Never Stop Playing initiative thus becomes more than just a series of playful attractions; it serves as a cultural movement encouraging participation across all age groups. As participants immerse themselves in these installations, they are reminded that play is not merely a leisure activity—it is a vital source of inspiration and innovation.
Conclusion
As Dubai gears up for this unique blend of artistic expression and community engagement, the Never Stop Playing initiative demonstrates the LEGO Group’s commitment to fostering creativity, joy, and connection within urban spaces. This vibrant celebration of play invites us all—regardless of age—to slow down, reflect, and rediscover the joy of living through play. It serves as a testament to the enduring spirit of creativity that Dubai, a city known for its ambition and vision, continues to nurture.
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