Lego, the art of reinventing: 90 years of colored bricks – Chronicle

Milan, June 14, 2022 – “The desire to create it is strong in all children. Males and females. It is the imagination that counts, not the skill. Barley whatever you think of as you please. A bed or a truck. A dollhouse or a spaceship. Many children like dollhouses – they are more human than spaceships. Many little girls like spaceships – they are much more exciting than dollhouses. The important thing is to put the right material in their hands and let them create what they like ”. It is with this letter that Lego, in 1973, she rebelled to all parents. And he did it again, on the occasion of the start of 90th anniversary, within Shop on piazza San Babila in Milan, in presence din Marco Capone, General Manager of Lego Italy and Riccardo Zangelmi, Lego Certified Professional Italian. Simple words, direct and, then more than ever, avant-garde, but which even today are good to hear. For you must let go, free and without prejudice. This is the only way to shape your future.

Marco Capone, General Manager of Lego Italy

90 years of history

Like the brick company did. “The group’s history was born 90 years ago, when a Danish carpenter, Ole Kirk Kristiansen, created a line of small wooden toys in his laboratory in Billund, Denmark. The first creation was a duck, made with extreme care, “explains Marco Capone. And he continues:” Twenty-six years after the creation of Ole, his b.Godtfred took out a patent on the Lego brick as we know it today, with its modular interlocking system that offers endless possibilities for creative construction. ” Since then, Danish construction has not started. more stops. From a few simple loose and primary color bricks more than 18 thousand sets, the building system inspired the Hollywood movie The Lego Movie, it helped kids get closer to robot technology and coding through Lego Coding and Lego Mindstorms animated hours of digital gameplay across over 180 video games.

Ole Kirk Kristiansen
Ole Kirk Kristiansen
The first wooden toy in 1932
The first wooden toy in 1932

“The key to success,” he adds, “is not just the constant search for values ​​and identity, another basic aspect is flexibilityit is the ability the company has had over the years to always stand to move with time and ready to evolve with its consumers. And we are not talking about children or adults, but above all about passionate. That’s why it’s important to know and study people’s interests to offer the product they’re looking for: vehicles, buildings, stadiums … “. product safety: “Sometimes it takes a long time to get a product on the market, but we want it to be one hundred percent safe because it ends up in the hands of a child.” In these 90 years, however, there have been difficult moments. “You have to react and reinvent yourself. A bit like with bricks: build, disassemble and rebuild. Without ever losing the creativity that sets you apart, “says Capone. And he reveals that the pandemic and the consequent lockdown they’ve had a positive impact on Lego revenue: “Having to spend many hours at home made us rediscover the pleasure of building. Because our bricks are not only fun but also an integral part of the family’s happiness and well-being”

Lego Bricks, 1953
Lego Bricks, 1953
Lego, 90 years of gaming
Lego, 90 years of gaming

Passion turns into work

Who has been overwhelmed by the Lego passion is Riccardo Zangelmi, who as a child always said, “When I grow up, I want to do the engineer of Lego “. Today is first and only Italian Lego Certified Professional (only 19 LCPs worldwide) and opened the company BrickVision who designs and manufactures models, mosaics, sculptures in colored bricks adapted to companies, individuals and events. The latest creation? “On the occasion of the launch of the new satellite, we created in collaboration with Thales Alenia Space one satellite in scale 1: 4, built with over 30,000 bricks “And the biggest challenge?” When I was contacted by the US government to develop Perseverances model, rover landed on the surface of Mars. “There is also a more artistic part to Zangelmi’s work: his works are often located exhibited at museums or showrooms. And on the occasion of the celebration of the 90th anniversary of Lego, in the San Babila Store, the artist brought a cake (cream and chocolate with strawberry and kiwi decoration) at 70 kg and 80 centimeters in height, a total of three floors consisting of more than 8 thousand bricks.

Riccardo Zangelmi on the right
Riccardo Zangelmi on the right

The festivities in Milan

But there is not only the cake. From today they leave eight weeks of celebration throughout Italy for 90 years with Lego. “We want to turn the country into a giant playground,” explains Marco Capone, who inaugurated a few days ago the 23rd Lego Store in Naples, wherever you find Minifigure factory (the second in our country after Milan), designed to celebrate and stimulate creativity with the customization of the iconic minifigure: a unique opportunity to create your own version in Lego format.

90 years of Lego cake
90 years of Lego cake

We will be there for events: what’s going on in Milan? From Lego Stores you can find them the wheel station, a kind of “spin the wheel” to create and recreate with your own creativity. Not only that, the Lego Group, in collaboration with Adidas, swill be the main character inAdidas Playground Milano League, the most important streetball project ever carried out on Milan’s playgrounds, a container of events that populate the city’s courts and town halls, every summer since 2018, whose common thread is the road that brings together children, young people and whole families in the sport, spaciousness and the name of sustainability. Lego will be the main character throughout the tournament and will be able to count on an exceptional ambassador: Giulio Maria Papi, player of the Italian national wheelchair basketball team. The hiring continues on the 2nd and 3rd of July with it League Tournament, where Lego becomes the official sponsor of the wheelchair basketball category, concluding with two major events on July 7th and 9th. In fact, on the occasion of the last event in the Adidas Playground Milano League, which takes place on July 7 in Piazza Minniti, in the heart of the Isola district, the Danish company will arrange an exclusive living building owned by Riccardo Zangelmi. Finallyon July 9thwith support from adidas, Lego will give away an indelible memory of the city of Milan aimed at children, teenagers and families. What is it about? This is a surprise. Stick around.

90 years of Lego, celebration in Milan
90 years of Lego, celebration in Milan

Leave a Comment