International Brand Week (BIP) at the IBA

From Bricks to Lifestyle: Turning LEGO® Botanicals, Architecture and Art into Must-Have Adult Experiences

Project Title: From Bricks to Lifestyle: Turning LEGO® Botanicals, Architecture and Art into Must-Have Adult Experiences

Location: International Business Academy, Havneparken 1, 6000 Kolding, Denmark.

Dates: 26-30th October 2026 (arrival on Sunday, 25th October)

Registration deadline: 10th September 2026. Register HERE

Virtual component: 30 September 16:00 – 17:30 CET via MS Teams

Credits: 3 ECTS

BIP project number: 2025-1-DK01-KA131-HED-000319990-6

Project Description

LEGO® has successfully expanded beyond traditional toys by creating premium product lines that appeal to adult consumers seeking creativity, relaxation, design and self-expression. Your challenge is to develop a marketing strategy that increases sales of one of the LEGO® series Botanicals, Architecture or Art while strengthening their position in the adult market.

During the week, you will visit LEGO House, where you will experience the world’s largest collection of LEGO® bricks in action and hear the story behind this unique attraction. The visit will provide inspiration and valuable insights into the LEGO® brand, its history, innovation, and customer experience, which you can apply in your project.

(After the visit to LEGO House, students will also have the opportunity to visit LEGOLAND® at their own expense. Participants choosing this option will be responsible for purchasing their own admission ticket and returning to Kolding by public bus.)

Learning outcomes and competencies obtained from this course

This project is focusing on consumer behavior, branding, product innovation, marketing, innovation, design thinking.

Acting as a professional marketing consultancy, your team must conduct market segmentation, identify and justify your chosen target audience, define a clear market position and develop an integrated marketing mix. Based on your analysis, you will prepare a realistic marketing plan that demonstrates both strategic thinking and commercial awareness.

To showcase your ideas, you must also produce concrete campaign elements, such as social media content, digital advertisements, print material, influencer concepts or event ideas. Your project will culminate in a professional pitch to a judging panel. The winning team will demonstrate outstanding creativity, strong business insight, solid marketing knowledge and the ability to transform strategy into an engaging campaign.

Objective and analytical output

The objective of this project is to apply marketing theory and strategic thinking to a real-world business challenge. Working as a professional marketing team, you will analyse the market, identify and justify a target audience, and develop an integrated marketing strategy to increase sales of LEGO® Botanicals, Architecture or Art. Your final solution should demonstrate commercial awareness, analytical skills, creativity and the ability to transform insights into a convincing campaign that creates value for both LEGO® and its customers.

Virtual component Description

During the 90-minute online session on Microsoft Teams, you will meet the other participants as well as the lecturers leading the Brand Week. You will also get a virtual tour of IBA in Kolding and important practical information about your stay and the programme. Finally, everybody will share their findings from their pre-project research (see Assignment Preparation below). This knowledge-sharing session will ensure that all participants arrive in Kolding with a solid understanding of the market and are well prepared to tackle the LEGO® case.

Assignment preparation

Prior to the virtual component, you must:

Conduct secondary research to gain a preliminary understanding of the market for LEGO® products aimed at adult consumers.
Investigate who buys LEGO® Botanicals, Architecture and Art, and explore the needs, motivations and lifestyles that make these collections appealing.
Analyse the competitive landscape by identifying alternative products and experiences that compete for consumers’ attention and spending.
Examine customer buying behaviour, including the purchase journey and key decision-making criteria such as design, quality, creativity, emotional value and price.

Your findings will provide the foundation for your market analysis and subsequent marketing strategy. When we meet for the virtual component, have your research ready.

"I’m excited to gain new perspectives on my field, as I believe people think differently across cultures."

Faye Van Son Has been participating in International Multimedia/ICT Week.
Studies Creative Media Management in Belgium International Week brought together students from all over the globe at the IBA

""Here at the IBA, we learn through discussion in group work. Talking with the others, I've realised that there are different ways of learning across cultures."

Feron Achille Has been participating in International Multimedia/ICT Week.
Studies E-Business in Belgium International Week brought together students from all over the globe at the IBA

– The purpose of the week is to strengthen our international collaboration, intercultural understanding, and exchange of ideas.

Ildikó Antal Head of the International Office at the IBA International Students Explore Danish Hygge

Practical information

Location: International Business Academy, Havneparken 1, 6000 Kolding, Denmark

Dates: 26-30th October 2026 (arrival on Sunday, 25th October)

Registration deadline: 10th September 2026. Register HERE

Virtual component: 30 September 16:00 – 17:30 CET via MS Teams

Credits: 3 ECTS

Price: 320€

Included in the price:

Accommodation (5 nights, Sunday to Friday)
Breakfast (x 5, Monday to Friday)
Lunch (x 5, Monday to Friday)
Dinner (x 2, Monday & Thursday)

Participants are kindly requested to bring traditional snacks/sweets/candy from their home country, for the ‘International Food Tasting’ that is included in participants’ presentations of their school and country.

Transportation

Billund Airport (BLL) is the closest airport to Kolding. There is a direct bus from the airport to Kolding (no. 166), but please note that bus transportation is not very frequent in the evening.

Copenhagen Airport (CPH) is about 2.5 hours away from Kolding, with frequent train and travel times.

You can use RejsePlanen to plan your journey, if you are using public transportation.

Accommodation

Kolding Hotel Apartments

Kedelsmedgangen 2,

DK-6000 Kolding, Denmark

https://www.koldinghotelapartments.com/

The rooms are pre-booked for participants of the international week. Students will be divided into apartments by gender, and each apartment has the capacity for six students (two in each bedroom), with a shared kitchen and bathroom. The accommodation is in downtown Kolding, around 1.5 km away from IBA (7-10 minutes’ walk).

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