The LEGO® brick meets the modern world

Project description

We are living in a world full of endless digital possibilities and instant gratification options for almost everything. Yet numerous reports highlight that creative thinking is critical for the future.

Amidst all this sits the good old LEGO® brick with its “hands-on, minds-on” building creativity. But what is the value of building with physical LEGO® bricks in today’s world? How do modern consumers engage, and what do they want to do? Is it physical distraction, mental wellbeing, self-expression – or something else?

This project explores these questions from a design research perspective. The aim is to identify key user insights and define meaningful problems to solve in order to create impact for future generations of children, families, and adults.

Students will work with a real, contemporary design research challenge provided by LEGO Group’s Creative Play Lab. The project invites students to investigate how modern consumers – children, families and adults – engage with physical play today, and what values and needs LEGO’s core creativity can address in a rapidly changing world.

Learning outcomes and competencies obtained from this course

By the end of the course, students will have worked hands-on with a real innovation brief from LEGO Group, gaining practical experience in design research, collaborative concept development and user-centred innovation. The course will provide a platform for students to apply creative thinking in an international setting, translate insights into meaningful design directions, and receive feedback from industry professionals working at the forefront of play and innovation.

• Understanding of hands-on, minds-on creativity as a driver for innovation and engagement.
• Ability to apply design research methods to explore user needs, behaviours and motivations.
• Insight into LEGO Group’s approach to innovation, play and creative processes.
• Skills in synthesising qualitative insights into clear problem framings and opportunity spaces.
• Competence in collaborative, team-based design work across cultures and disciplines.
• Experience in communicating design insights and concept ideas to industry stakeholders.

Objective and analytical output

• The objective of this course is to strengthen students’ understanding of design research as a strategic tool in innovation, using LEGO Group’s core creativity as a real-world context. By working closely with an industry-driven brief, students will explore how physical play, wellbeing and immersion can be leveraged to create meaningful and future-oriented design solutions.
• The analytical output of the course consists of documented user insights, problem framings and concept directions, presented through visual and verbal formats. These outcomes will be discussed and evaluated in relation to their relevance, creativity and potential impact on future LEGO experiences for children, families and adults.

Virtual component

On 27th of April 2026, from 4:00 PM to 5:30 PM, participants will meet for a 1.5-hour virtual session. The session will be an interactive discussion exploring how immersion and creative focus emerge.

Assignment preparation

Students are to present an example of an activity in which immersion and creativity are particularly evident. They should prepare a maximum 5-minute reflection on the episode, focusing on what supports or hinders immersion and creative flow, and support the presentation with a photo or a drawing of the moment.