乐高「开花展」

「乐高®开花展」

2026年10月01日-2026年10月29日

上海 西岸油罐艺术中心

项目预告

项目传播

项目现场

乐高「开花展」作为品牌年度「玩心未眠」核心艺术项目，落地上海油罐艺术中心，以乐高花植系列为核心创作载体，打造涵盖乐高花浪、造浪花源、玩心花廊三大主题的沉浸式艺术展，依托西岸艺术地标属性，完成积木创意美学与城市公共艺术的深度融合，是品牌跳出传统玩具零售、转向公共艺术策展的代表性实践。

当下城市青年愈发追求松弛治愈的艺术体验，自然花艺美学成为主流审美趋势，乐高借此以积木重构自然繁花，打破大众对积木玩具的固有认知，将玩乐创意升级为可落地、可感知的城市艺术叙事。

从空间造型与现场制作层面来看，项目采用户外巨型装置+室内艺术共创+生活化场景陈列的复合空间架构，充分利用油罐艺术中心工业罐体的独特建筑肌理，形成工业硬核质感与柔美花艺的极致视觉反差。户外核心的巨型花浪装置，由38万余朵乐高花植手工构筑，总长30米、覆盖800㎡，从油罐罐体自然奔涌延展，造型灵动且极具视觉张力；室内造浪花源展区突破单一积木材质限制，融合金属、织物、镜面等多元材质打造18组艺术家共创作品，搭配360°环绕屏构建数字花海互动空间。整体采用模块化积木搭建、数字光影系统与轻量化艺术展陈结合的制作方式，兼顾大型装置的结构稳定性与艺术场景的细腻质感，日夜双场景设计适配日间观展与夜间光影展演。

活动周期内体验内容丰富多元，访客可亲手拼搭乐高花朵，扫码上传汇入线上数字花海，实现虚实场景联动；户外玩心花廊打造18组居家花艺生活场景，配套「玩心花店」快闪店，同时联动上海国际光影节，夜间解锁油罐专属花植主题光影秀。从项目意义与传播营销的关联来看，展览免费预约的开放模式适配全年龄段人群，巨型花浪、数字互动花海、夜间光影场景具备极强出片属性，吸引艺术爱好者、亲子家庭与小红书博主持续打卡。平台#乐高玩心想开了#官方话题持续发酵，海量UGC内容实现全域传播，线下沉浸式艺术体验夯实品牌创意美学调性，线上社交传播持续引流破圈，形成艺术体验、用户共创、社交传播、品牌价值升华的完整营销闭环。该项目为潮流玩具品牌跨界公共艺术、活化城市地标空间、实现年轻化内容营销创新提供了优质参考范本。

As a core annual art campaign of LEGO’s “Play Never Sleeps” brand project, the LEGO Bloom Exhibition is officially launched at Shanghai Tank Art Center. Centered on the LEGO Botanical Collection, the exhibition consists of three themed spaces: Giant LEGO Wave, Floral Creation Source and Playful Floral Corridor. Integrating brick creativity with urban public art on the West Bund art landmark, the project represents LEGO’s strategic transformation from traditional toy retail to public art curation. Against the current social trend where urban youth pursue soothing artistic aesthetics and natural floral styles, the exhibition reconstructs natural flowers with building bricks, breaking public stereotypes of toys and upgrading playful creativity into tangible urban art narratives.

In terms of spatial styling and on-site production, the project adopts a composite layout of outdoor giant installations, indoor art co-creation and lifestyle display scenes. It makes full use of the industrial texture of tank architectures, creating a striking visual contrast between tough industrial structures and soft floral aesthetics. The outdoor landmark floral wave is constructed with over 380,000 LEGO botanical pieces, stretching 30 meters long and covering 800 square meters. The dynamic flowing shape bursting from the tank body delivers stunning visual impact. The indoor exhibition presents 18 artist co-created works combining LEGO bricks with metal, fabric, mirror and other diverse materials, paired with a 360° immersive digital flower sea interactive screen. Adopting modular brick construction, digital lighting system and lightweight exhibition layout, the venue ensures structural stability of large installations while presenting delicate artistic texture, supporting both daytime viewing and nighttime light shows.

During the exhibition period, visitors can manually build LEGO flowers and upload their works to the online digital flower sea, realizing virtual and real scene linkage. The outdoor corridor displays 18 sets of home floral lifestyle scenes with a pop-up “Playful Flower Shop”. Collaborating with the Shanghai International Light Festival, the venue presents exclusive floral-themed light projections on tank facades at night. Closely integrated with marketing communication, the free reservation-based exhibition serves visitors of all ages. The monumental floral wave, interactive digital sea and night light shows are highly photogenic, attracting art enthusiasts, family audiences and Xiaohongshu creators to generate massive UGC content. The official topic #LETOPensHeartBlooms# continues to go viral, forming a complete marketing loop that empowers brand aesthetic value through offline immersive experience and online viral dissemination. This project provides an innovative model for trend toy brands to cross-border public art, revitalize urban landmarks and realize youthful content marketing.

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