TX淮海乐高®玩力空间

TX淮海乐高®玩力空间

2026年11月04日-2026年11月07日

上海 TX淮海

项目预告

项目现场

落址 TX 淮海｜年轻力中心，乐高 ®「玩力空间」以 “玩力无界，以拼为创” 为核心主张，面向成年玩家打造一座打破年龄边界的积木实验场，把拼搭从儿童游戏重新定义为当代青年的创意表达、情绪自留地，契合淮海路街区先锋、实验、共创的年轻力基因。 空间由乐高专业认证大师领衔创作，以经典积木颗粒作为原生视觉语言，解构重组为沉浸式漫游场景。

主入口设置巨型颗粒堆叠装置，放大积木的几何质感与标志性色彩，成为街区第一眼视觉锚点；内部划分为灵感画廊、大师典藏区、自由拼搭工坊、新品体验区与共创墙五大板块。灵感画廊陈列大型积木艺术雕塑，将都市意象、潮流符号转化为颗粒作品；典藏区展出高难度大师 MOC 作品、限量收藏套装，呈现积木创作的工艺上限；自由工坊配备海量散件积木，不限主题、不限技法，鼓励访客即兴创作；一面贯通式共创墙持续收集所有人的拼搭作品，随展期生长，让每一位到场者都成为展览的共建者。

空间采用通透开放式布局，弱化展柜隔离感，以浅灰基底衬托乐高高饱和色块，灯光分层烘托装置轮廓，兼顾打卡出片、近距离观赏与动手体验，实现看、玩、造一体。 现场配套持续更新的内容矩阵：大师拼搭分享沙龙、限定主题拼搭挑战赛、夜间积木共创局、新品首发预览轮番上线；同步设置打卡集章、限定周边、专属套装优先体验等权益，打通线上种草与线下到店。

项目联动 TX 淮海原生社群、潮流 KOL、本土创作者，产出 UGC 共创内容，在小红书、短视频平台形成持续传播。 区别于常规门店与亲子向展陈，本次玩力空间聚焦成人向创意社群，不只是产品展示，更是乐高创意文化的线下阵地。依托 TX 淮海的青年文化土壤，让积木成为一种当代艺术媒介，在消费、社交、创作之间建立通路。活动为乐高在国内年轻力商圈的体验化运营提供范本，持续放大 “创造” 的品牌内核，在城市潮流地标，让拼搭这件事，重新拥有属于成年人的热烈表达。

Youth Energy Center, LEGO® Play Force Space takes “Boundless Play, Build to Create” as its core concept. It builds a brick experimental playground for adult creators, repositioning building from a children’s pastime into a creative outlet and emotional sanctuary for contemporary youth, resonating with the avant‑garde, experimental and co‑creation DNA of Huaihai Road. Curated by LEGO Certified Professionals, the space draws its visual vocabulary from classic LEGO bricks, deconstructing and reassembling them into an immersive roaming landscape.

Stacked oversized brick sculptures greet visitors at the entrance, amplifying the iconic geometry and palette to form an immediate street‑level landmark. Inside, the space unfolds into five zones: Inspiration Gallery, Master Collection, Open Build Workshop, New Release Preview and Community Co‑Creation Wall. The Inspiration Gallery hosts large‑scale brick artworks translating urban motifs and street‑culture symbols into granular sculptures. The Collection Zone features intricate MOC builds and limited editions, showcasing the craftsmanship frontier of brick art.

The Open Workshop supplies abundant loose bricks for unscripted, free‑form creation. A continuous co‑creation wall accumulates visitor builds throughout the run, growing organically and turning every guest into a contributor. With an open, transparent layout, the design minimizes display barriers. A neutral light grey backdrop makes LEGO’s saturated hues stand out, while layered lighting defines sculptural forms, integrating viewing, hands‑on play and creation in one journey. A rolling programme of live events enriches the experience: master builder talks, themed build challenges, evening co‑creation sessions and exclusive previews of new sets.

Visitors can collect stamps, redeem limited merchandise and enjoy early access to selected releases, bridging online buzz and offline footfall. Partnering with TX Huaihai’s local community, trend creators and KOLs, the space fuels UGC content and sustained social media circulation. Different from standard retail stores or family‑oriented exhibitions, Play Force Space centres on an adult creative community. More than a product showcase, it serves as an offline home for LEGO creative culture.

Rooted in TX Huaihai’s youth cultural ecosystem, it frames LEGO bricks as a contemporary artistic medium, connecting consumption, socialising and making. The project sets a benchmark for experiential LEGO activation within China’s youth‑focused commercial districts, amplifying the brand’s core spirit of creation and offering adults a vibrant, expressive place to build at one of the city’s iconic trend landmarks.

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