The LEGO Group is transforming regular spaces into vibrant playgrounds with its new Superpower Studios activations. First is A temporary art gallery in Paris that takes a typically adult-centric venue and turns it into a celebration of play and connection for families. The Parisian ‘Atelier des Super-Pouvoirs’ was coordinated by Sarah Andelman, founder of the pioneering concept store Colette. In the studio’s color-saturated, made-for-IG spaces, children and parents are immersed in the work of paper artist Chen Fenwan, illustrator Aurélia Durand and LEGO sculptor Ekow Nimako, and encouraged to play and create together.
The reimagined gallery space is part of LEGO’s global Play is Your Superpower campaign, which addresses a concerning trend: 76% of parents believe today’s children have fewer opportunities to play than previous generations. According to research conducted by LEGO, key factors include digital devices (parents admit to spending nearly twice as much time on their phones and laptops as they do playing with their kids) and parental workload (66% of parents say heavy workloads interfere with family playtime). LEGO’s own superpower? The ability to speak to people of all ages — targeting adults cranked up the company’s revenue and that cross-generational appeal could boost family playtime, too.
