The LEGO Group brings pop-up to Wisma Atria for Formula One
12 Sep 2024|1,529 views
As Singapore prepares to be hit by the annual Formula One fever next week, The LEGO Group has announced that it is bringing an immersive pop-up experience to both fans of the sport and of its brick-building universe, right into the heart of the city.
From 13 to 22 September 2024, Wisma Atria will play host to the LEGO Technic Grand 'Brix' Pop-up Experience, which consists of exciting building activities, speed challenges and limited-time promotions. Just as excitingly, with the pop-up conceived in collaboration with the Mercedes-AMG PETRONAS Formula One team, visitors can also look forward to seeing a life-sized replica of the LEGO Mercedes-AMG Formula One W14 E Performance model up close.
Visitors will be able to get a chance to see a life-sized replica of the LEGO Mercedes-AMG Formula One W14 E Performance model at the pop-up
But let's get back first to what you can put your hands to at the pop-up. Here, the completion of a four-mission programme will give participants the chance to redeem a Formula One-themed sticker sheet as a memento from the experience.
Firstly, a LEGO Race Training station will offer visitors the chance to race against the clock and hit all 30 lights on a display - a simulation of the reflex-training exercises that Formula One drivers are put through.
Secondly, a LEGO Build for Speed station will present visitors with the challenge of replacing the tyres on a LEGO vehicle in a timed challenge, with the three fastest players getting to walk home with the 42165 Mercedes-AMG F1 W14 E Performance Pull Back set.
Across multiple challenges at the pop-up, players will stand the chance to walk home with a 42165 Mercedes-AMG F1 W14 E Performance Pull Back set
And thirdly, while visitors of the pop-up experience are unlikely to be racing at the Marina Bay Street Circuit over the weekend of 21 and 22 September themselves, The LEGO Group is offering them the chance to design their own custom racing machines, which they can then line up against other cars built on-site, and then put to test "on the track".
For the final mission - and amidst the flurry of activity - it's likely you'll want to get a closer look at the life-sized replica of the car that powered the Mercedes-AMG PETRONAS team to a second-place finish in the World Constructors’ Championship standings for the 2023 Formula One Season.
Though never taken out onto tarmac, the LEGO-built Mercedes-AMG F1 W14 E Performance model is a technical marvel in its own right.
The life-sized replica of the LEGO Mercedes-AMG Formula One W14 E Performance model is eight times the size of the 42171 set, and took a dedicated team of 15 model builders more than 2,000 hours to put together
Designed in close collaboration with the Mercedes-AMG PETRONAS team, the replica comprises a whopping total of 192,397 LEGO bricks, and took a dedicated team of 15 model builders a grand total of over 2,428 hours to build. (That's more than 100 days, for context.)
At 5.12 metres long and 2.2 metres wide, it's also eight times the size of the 42171 LEGO Technic Mercedes-AMG F1 W14 E Performance set that you can purchase (or win at the pop-up). It even features a real steering wheel made from LEGO bricks, complete with rotatable selectors and shifting pedals.
Snapping a picture with the replica, and sharing it onto their social media platforms with the #LEGOSG #LEGOF1SG hashtags @WISMAATRIA tag, will see players completing all the missions laid out at the experience. Here, visitors can also redeem a LEGO Passport and get an exclusive event stamp.
This LEGO Technic Passport Holder is among the merchandise that can be redeemed for a limited period during the event
Apart from photo ops with the life-sized replica, the LEGO Technic Grand 'Brix' Pop-Up Experience will also have a Glory Podium furnished with LEGO props for visitors to snap pictures with.
Other activities include displays of the Mercedes-AMG PETRONAS drivers' accessories, and the F1 24 racing game.
The latter also has prizes up for grabs, with a total of six players getting the chance to be awarded across the period. The three fastest racers - across 13 to 17 September, and across 18 to 22 September, separately - will walk home (once more) with the 42165 Mercedes-AMG F1 W14 E Performance Pull Back set.
Think you're a good (virtual) racer? You might just be one of the six people that walks home with the 42165 Mercedes-AMG F1 W14 E Performance Pull Back set following these two weekends
Finally, the event is giving LEGO shoppers the opportunity to redeem merchandise via limited-time offers.
From 13 to 22 September, shoppers can redeem a LEGO Technic Passport Holder with a minimum spend of $149, or a LEGO Technic Mercedes Poster featuring digital signatures of drivers George Russell and Lewis Hamilton with every purchase of the 42171 Mercedes-AMG F1 W14 E Performance set at the event.
Apart from the LEGO Passport, shoppers can also redeem a 30640 LEGO City Race Car polybag with a minimum spend of $69 on LEGO sets, or a 30683 LEGO Speed Champions McLaren Formula 1 Car with the purchase of any two LEGO Speed Champion sets at the event.
Buyers can also look forward to redeeming a LEGO Technic Mercedes Poster featuring digital signatures of drivers George Russell and Lewis Hamilton with every purchase of the 42171 Mercedes-AMG F1 W14 E Performance set at the event
For a longer period up till 29 September, all shoppers at Wisma Atria can also redeem an exclusive 30644 LEGO Creator Vintage Car polybag with a minimum spend of $200 at the mall.*
Speaking about the news, Agnes Molnar, Marketing Director of Singapore, Malaysia and APAC Travel Retail at The LEGO Group, said, "By merging the excitement of F1 racing with the limitless possibilities of LEGO building, we are excited to empower visitors to unleash their imagination and drive their creativity to new heights, making this event an unforgettable adventure for people of all ages."
The LEGO Technic Grand 'Brix' Pop-Up Experience is located at the entrance/exit of Wisma Atria, 435 Orchard Rd, Singapore 238877, and can be visited daily during the period from 11:00am to 9:00pm.
*While stocks last. Terms and conditions apply.
As Singapore prepares to be hit by the annual Formula One fever next week, The LEGO Group has announced that it is bringing an immersive pop-up experience to both fans of the sport and of its brick-building universe, right into the heart of the city.
From 13 to 22 September 2024, Wisma Atria will play host to the LEGO Technic Grand 'Brix' Pop-up Experience, which consists of exciting building activities, speed challenges and limited-time promotions. Just as excitingly, with the pop-up conceived in collaboration with the Mercedes-AMG PETRONAS Formula One team, visitors can also look forward to seeing a life-sized replica of the LEGO Mercedes-AMG Formula One W14 E Performance model up close.
Visitors will be able to get a chance to see a life-sized replica of the LEGO Mercedes-AMG Formula One W14 E Performance model at the pop-up
But let's get back first to what you can put your hands to at the pop-up. Here, the completion of a four-mission programme will give participants the chance to redeem a Formula One-themed sticker sheet as a memento from the experience.
Firstly, a LEGO Race Training station will offer visitors the chance to race against the clock and hit all 30 lights on a display - a simulation of the reflex-training exercises that Formula One drivers are put through.
Secondly, a LEGO Build for Speed station will present visitors with the challenge of replacing the tyres on a LEGO vehicle in a timed challenge, with the three fastest players getting to walk home with the 42165 Mercedes-AMG F1 W14 E Performance Pull Back set.
Across multiple challenges at the pop-up, players will stand the chance to walk home with a 42165 Mercedes-AMG F1 W14 E Performance Pull Back set
And thirdly, while visitors of the pop-up experience are unlikely to be racing at the Marina Bay Street Circuit over the weekend of 21 and 22 September themselves, The LEGO Group is offering them the chance to design their own custom racing machines, which they can then line up against other cars built on-site, and then put to test "on the track".
For the final mission - and amidst the flurry of activity - it's likely you'll want to get a closer look at the life-sized replica of the car that powered the Mercedes-AMG PETRONAS team to a second-place finish in the World Constructors’ Championship standings for the 2023 Formula One Season.
Though never taken out onto tarmac, the LEGO-built Mercedes-AMG F1 W14 E Performance model is a technical marvel in its own right.
The life-sized replica of the LEGO Mercedes-AMG Formula One W14 E Performance model is eight times the size of the 42171 set, and took a dedicated team of 15 model builders more than 2,000 hours to put together
Designed in close collaboration with the Mercedes-AMG PETRONAS team, the replica comprises a whopping total of 192,397 LEGO bricks, and took a dedicated team of 15 model builders a grand total of over 2,428 hours to build. (That's more than 100 days, for context.)
At 5.12 metres long and 2.2 metres wide, it's also eight times the size of the 42171 LEGO Technic Mercedes-AMG F1 W14 E Performance set that you can purchase (or win at the pop-up). It even features a real steering wheel made from LEGO bricks, complete with rotatable selectors and shifting pedals.
Snapping a picture with the replica, and sharing it onto their social media platforms with the #LEGOSG #LEGOF1SG hashtags @WISMAATRIA tag, will see players completing all the missions laid out at the experience. Here, visitors can also redeem a LEGO Passport and get an exclusive event stamp.
This LEGO Technic Passport Holder is among the merchandise that can be redeemed for a limited period during the event
Apart from photo ops with the life-sized replica, the LEGO Technic Grand 'Brix' Pop-Up Experience will also have a Glory Podium furnished with LEGO props for visitors to snap pictures with.
Other activities include displays of the Mercedes-AMG PETRONAS drivers' accessories, and the F1 24 racing game.
The latter also has prizes up for grabs, with a total of six players getting the chance to be awarded across the period. The three fastest racers - across 13 to 17 September, and across 18 to 22 September, separately - will walk home (once more) with the 42165 Mercedes-AMG F1 W14 E Performance Pull Back set.
Think you're a good (virtual) racer? You might just be one of the six people that walks home with the 42165 Mercedes-AMG F1 W14 E Performance Pull Back set following these two weekends
Finally, the event is giving LEGO shoppers the opportunity to redeem merchandise via limited-time offers.
From 13 to 22 September, shoppers can redeem a LEGO Technic Passport Holder with a minimum spend of $149, or a LEGO Technic Mercedes Poster featuring digital signatures of drivers George Russell and Lewis Hamilton with every purchase of the 42171 Mercedes-AMG F1 W14 E Performance set at the event.
Apart from the LEGO Passport, shoppers can also redeem a 30640 LEGO City Race Car polybag with a minimum spend of $69 on LEGO sets, or a 30683 LEGO Speed Champions McLaren Formula 1 Car with the purchase of any two LEGO Speed Champion sets at the event.
Buyers can also look forward to redeeming a LEGO Technic Mercedes Poster featuring digital signatures of drivers George Russell and Lewis Hamilton with every purchase of the 42171 Mercedes-AMG F1 W14 E Performance set at the event
For a longer period up till 29 September, all shoppers at Wisma Atria can also redeem an exclusive 30644 LEGO Creator Vintage Car polybag with a minimum spend of $200 at the mall.*
Speaking about the news, Agnes Molnar, Marketing Director of Singapore, Malaysia and APAC Travel Retail at The LEGO Group, said, "By merging the excitement of F1 racing with the limitless possibilities of LEGO building, we are excited to empower visitors to unleash their imagination and drive their creativity to new heights, making this event an unforgettable adventure for people of all ages."
The LEGO Technic Grand 'Brix' Pop-Up Experience is located at the entrance/exit of Wisma Atria, 435 Orchard Rd, Singapore 238877, and can be visited daily during the period from 11:00am to 9:00pm.
*While stocks last. Terms and conditions apply.
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