Getting People To Play Well
August Man SG|Issue 193
Augustman sits down with Rohan Mathur, the LEGO Group's Marketing Director of Southeast Asia, and learns that LEGO is more about people than it is about bricks
SUFFIAN HAKIM
Getting People To Play Well

THE LEGO BTS DYNAMITE EXPERIENCE in July was one of the more impressive Orchard Road activations, injecting colour and verve into the well-known shopping stretch. The experience led the way in combining the trendy and the creative in a single, glorious exhibition that has captured the public's imagination.

It got people dancing, shopping, and crafting with LEGO. Taking centre stage is the LEGO BTS Big Builds Stage, featuring 1.2-metre-tall LEGO minifigure forms of their favourite BTS members. The pop-up was done in partnership with the Singapore Tourism Board and the Orchard Road Business Association.

The LEGO BTS Dynamite Experience is particularly interesting because its conceptualisation did not begin with any employee of the LEGO Group. Nor did it. begin with Korean superstars BTS or anyone in their management agency or record label. Instead, the pop-up, which attracted thousands of fans during its run, was birthed in LEGO Ideas (ideas.lego.com). a microsite that houses a digital community of passionate LEGO fans.

In the microsite, users get to submit ideas of LEGO Builds that they've created. There are some really cool ones, such as the pink house from the movie Coraline, the Italian Riviera and a fully motorised watermill. The ones that both LEGO and the LEGO Ideas community really love - get this becomes an official LEGO product, and the creators get 1% of all global sales.

Esta historia es de la edición Issue 193 de August Man SG.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

Esta historia es de la edición Issue 193 de August Man SG.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

MÁS HISTORIAS DE AUGUST MAN SGVer todo
The Future Will Be Pixelated, Probably
August Man SG

The Future Will Be Pixelated, Probably

What are the implications on one's lived experience as online life is rife with meaning and possibilities?

time-read
3 minutos  |
Issue 207 (November 2024)
PARADISE FOUD
August Man SG

PARADISE FOUD

It's time to give tuning out its due. We all need a break from the group chat(s).

time-read
2 minutos  |
Issue 207 (November 2024)
Sunday Island Mornings
August Man SG

Sunday Island Mornings

An island cluster so beautiful that Harry Winston made a watch in its honour.

time-read
1 min  |
Issue 207 (November 2024)
A Clear Vision Of The Future
August Man SG

A Clear Vision Of The Future

With the proliferation of its Myopia Centres, local eyecare brand W Optics is keeping Singaporeans clear-sighted for the future.

time-read
2 minutos  |
Issue 207 (November 2024)
MAKING INVESTING MORE DELICIOUS
August Man SG

MAKING INVESTING MORE DELICIOUS

FINANCE INDUSTRY VETERAN WALTER DE OUDE IS COMBINING HIS ERUDITION AND EXPERIENCE WITH THE STAR POWER OF HENRY GOLDING TO BRING US AN INVESTMENT PLATFORM THAT'S MUCH SWEETER THAN MOST.

time-read
4 minutos  |
Issue 207 (November 2024)
HOW DOES A HOTEL BRAND BECOME THE BEST IN THE WORLD?
August Man SG

HOW DOES A HOTEL BRAND BECOME THE BEST IN THE WORLD?

Cristiano Rinaldi, president of Capella Hotel Group, shares its recipe for success.

time-read
3 minutos  |
Issue 207 (November 2024)
THE MAN OF MANY TASTES
August Man SG

THE MAN OF MANY TASTES

On the opening day of his longgestating contemporary Italian restaurant Le Pristine in Singapore, the Esteemed chef Sergio Herman gives us a poignant account of why his philosophy of gastronomy is fundamentally inclusive.

time-read
4 minutos  |
Issue 207 (November 2024)
BAPTISM BY FIRE
August Man SG

BAPTISM BY FIRE

Dave Pynt, Chef-Owner of the Burnt Ends Hospitality Group, reflects on the universally resounding success of the eponymous restaurant as well as the recently released book of the same name.

time-read
4 minutos  |
Issue 207 (November 2024)
VROOM VROOM
August Man SG

VROOM VROOM

One of the most memorable moments of the recently concluded Singapore Airlines Singapore Grand Prix 2024 was when Jack Daniel's and McLaren linked arms.

time-read
2 minutos  |
Issue 207 (November 2024)
FORGED IN RED
August Man SG

FORGED IN RED

The Streamliner Flyback Chronograph Cortina Limited Edition brings H. Moser & Cie and Cortina Watch together in a bold, exclusive creation for the ages.

time-read
3 minutos  |
Issue 207 (November 2024)