Love is in the air and the Lego Group invites lovers, couples and flower enthusiasts (which a gamer can also be) to “Keep It Fresh” with its latest campaign to promote the Lego Botanicals line.
This is the relatively new range of black box Lego sets designed for adults that recreates flowers using a buildable construction bricks. A new way to experience plastic flowers, if you will.
The campaign has an offline activation element that you can experience if you’re in Kuala Lumpur. From February 10-15, the Entrance Foyer of The Starhill KL will host “The Bloom Bar.” This is installation where a stroll “feels like entering a secret garden in the heart of the city.” In short, a cool spot for a date with plenty of photo opportunities and even interactive building stations.
There are also hands-on “Make & Take” workshops where you can build roses together using Lego pieces. Visitors can also build a tulip and place them in a collaborative tulip field display. Expect the display to grow over the days, as more and more plastic brick-built tulips get planted, maybe not at a scale to restart tulip mania, but enough to have be a lovely place.
But the offline activations don’t end there. From February 7 to 14, a roving Bloom Squad will be surprising shoppers in various malls in KL. They’ll be handing out a real rose as well as a voucher to get “a stalk of Lego Botanicals Roses with any purchase of Lego Botanicals sets at participating Lego Certified Stores.” A gift-with-purchase, sort of.
But there is a proper GWP offer. Any purchase more than RM520 on Lego Botanicals sets at Lego official stores on Lazada and Shopee will receive the exclusive Bloom Together Kit that includes a display stand compatible with a Lego Botanicals set, The Love Wheel (“a fun activity wheel for two”), The Love jigsaw puzzle and “personalised keepsake elements.”
But that’s for online purchases. There’s also an offer for those that do go and visit the Bloom Bar. If you are the first 50 customers to visit The Starhill KL on February 13 and 14 each day, you can redeem the Limited Edition Botanical Rose Vase after spending a minimum of RM389. This exclusive set includes three roses in classic red and another three in pink.