Brilliant activations and phygital experience from m1nd-set client the LEGO Group in Asia Pacific! Travelers at Melbourne International Airport and Sydney International Airport can now immerse themselves in an exhilarating LEGO® F1® adventure. The LEGO Group has introduced a vibrant new collection of LEGO® F1® sets, along with exclusive travel retail activities that will enhance the journey for F1® and LEGO® enthusiasts of all ages. This launch coincides with the start of the 2025 Formula 1® season in Melbourne, Australia. Building on the successful animation at Melbourne International in 2024, LEGO Travel Retail is going further with two concurrent animations – thanks to its partnership with Heinemann Asia Pacific Pte Ltd and Lotte Duty Free Oceania. Providing an exciting atmosphere for car fans, both locations will feature a wide range of LEGO® F1® cars – from everyday models to F1 race cars. The activation at Sydney Airport will also feature a groundbreaking phygital experience, the first of its kind for LEGO Group in travel retail. This activity allows travelers to engage in friendly racing competitions by “pedaling hard” to power their LEGO® F1® vehicles.
Travelers at Melbourne Airport and Sydney Airport can now immerse themselves in an exhilarating LEGO® F1® adventure. The LEGO Group has introduced a vibrant new collection of LEGO® F1® sets, along with exclusive travel retail activities that will enhance the journey for F1® and LEGO® enthusiasts of all ages. This launch coincides with the start of the 2025 Formula 1® season in Melbourne, Australia. #F1 #FormulaOne #LEGO Gitte Simon