In an era where play is becoming less accessible for many families, the LEGO Group has introduced a groundbreaking experience that aims to reignite the joy and creativity of play. Superpower Studios, which recently opened in Paris, challenges traditional notions of art galleries by transforming them into dynamic spaces where children and families can explore, create, and connect through the magic of play. This new initiative is part of LEGO’s broader “Play is Your Superpower” campaign, which seeks to highlight the profound impact play has on individuals and communities.

Set within La Gaîté Lyrique, a renowned cultural venue, Superpower Studios breaks the mold by inviting children to be the architects of their own creative experiences. The space is designed to be a vivid celebration of the power of play, turning a gallery visit into an interactive adventure. The concept behind the studio is to blend art and play in ways that allow families to explore their creativity while emphasizing the importance of inclusion and connection.

This initiative is backed by LEGO’s research, which underscores how vital play is to family happiness and child development. Their findings reveal that families who engage in regular play are often the happiest, yet the research also highlights concerning trends, including limited access to safe play environments and the negative impact of digital devices on family interactions. With so many barriers, LEGO’s mission is clear: to inspire families to prioritize playful activities and rediscover the benefits of creative playtime together.

The gallery’s immersive experience is brought to life by a team of global Play Ambassadors, who are artists and creators known for their innovative work and dedication to fostering creativity. Led by Sarah Andelman, a renowned curator known for her visionary retail space Colette, the Play Ambassadors infuse their unique artistic styles into the space. The vibrant illustrations of French artist Aurélia Durand, the intricate paper-cutting work of Chinese artist Chen Fenwan, and the incredible LEGO sculptures of Ghanian-Canadian artist Ekow Nimako are all integral parts of the gallery’s design, offering visitors multiple ways to interact with art and play.

Each section of the gallery presents a distinct artistic experience, all centered on the theme of playful creativity. In Fenwan’s “Forest of Wishes,” visitors contribute to a growing installation by building LEGO seeds, representing dreams and hopes, and adding them to the forest. Durand’s “Remix Room” offers a digital art experience where guests can remix her colorful illustrations, creating new forms of art in real-time. Meanwhile, Nimako’s “Mythical Maze” immerses visitors in a fantastical world inspired by Ghanaian mythology, where they can construct guardian creatures to protect the earth.

The gallery also emphasizes the role of play in bringing people together across differences. LEGO’s research indicates that play is an essential tool for building inclusive communities, as it fosters joy and connection regardless of age, background, or ability. By turning play into a shared experience, Superpower Studios aims to break down barriers and encourage people from all walks of life to engage creatively with one another.

This initiative extends beyond Paris. Around the world, LEGO is launching additional playful experiences, including a pop-up in Japan where children can combine culinary creativity with LEGO play, a playful reading room in China, and collaborations with public figures like Emma Watkins in Australia to redesign spaces through the lens of play. “When we see the world through the untethered and imaginative perspective of kids, it transforms into a place brimming with creativity, joy and connection. Creativity flourishes when we embrace playfulness as our muse – it’s the spark that ignites innovation, turns the ordinary into the extraordinary and brings diverse and unique communities and visions together. That’s what Superpower Studios is all about,” shares Andelman.

To further their mission, LEGO is also making a long-term commitment to increasing access to play for underserved communities. Through a partnership with La Villette, the company will offer free workshops and play sessions to over 87,000 disadvantaged children in Paris over the next two years. This initiative will provide much-needed opportunities for families who lack access to safe, affordable play spaces.

Sadly, Superpower Studios in Paris was only open from September 11 – 16th, 2024. Hopefully LEGO will continue to open these immersive art galleries in more cities in the future! For more information from LEGO, head to lego.com.

Photography by Julie Ansiau.