In order to celebrate the 25th anniversary of the Dubai Shopping Festival (DSF), the largest known LEGO event in the Middle East is heading to Dubai.
Known as the LEGO Festival and Imagine Show, this event will be collaboration between the Dubai Festival City Mall, and the LEGO Group.
This event is set to launch on January 8TH and will continue all the way to March. This will be the single largest event ever hosted by LEGO inside a shopping mall.
The event will kick off with a LEGO-Ninjano themed ‘imagine’ show. This show will have ninjas battling the powerful evil sorceress called Aspheera.
This show has been under construction for over 18 months and will be nothing like what LEGO audiences may have seen before. It will use all sorts of laser technology, combined with fire, light, and water to tell a unique story.
What’s more, on the day of the opening, there will be a dazzling display of fireworks lighting up the night sky right after the show.
There will even be seven separate LEGO zones, and these will encourage guests to get hands-on experience and interact on topics such as Ninjano, Duplo, Technic, Shadow Runner, Architecture, and Jungle.
The various activities that audiences will be able to engage in are, building life-sized monuments, fire engines, trains, snowmen, and even a model of the Burj Khalifa.
In addition to the building activity, young children will even be able to get active inside the ‘Ninjano’ zone. This zone will allow them to get over various physical obstacles and test themselves to the limit.
The ‘Shadow Runner’ zone will allow the participants to race with a mini-figure using ‘augmented reality technology’.
Similarly, the ‘Jungle Zone’ comprises of life-sized animals made of LEGO on display. These will include elephants, snakes, gorillas, and even meerkat.
The ‘Technic zone’ will comprise of engineering challenges and will even have a race track.
According to the director of Shopping Centers Dubai, Al-Futtaim Malls, Steven Cleaver,
“The LEGO Group was our first choice to work with. The brand is globally recognised as continually innovating and constantly reinventing itself. We wanted to be able to create a 3-dimensional show through Imagine that would transform the LEGO Group’s characters like never before seen for audiences.”
The head of marketing, LEGO Middle East & Africa, Urszula Bieganska, added: “The LEGO Group is committed to introducing fun and engaging experiences that families can enjoy together. Having expanded our presence in the Middle East this year with the opening of our new office in Dubai, our primary focus is to bring locally relevant initiatives to the region.
“Our partnership with Al-Futtaim Mall Festival City allows us to create a new channel for this much-beloved experience to come to life for wider audience through Imagine.”
Currently, nine LEGO stores exist all across the Middle East.
