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Lego’s secret of success hides in the detail

Lego has given the world a dive into the secrets behind the construction sets that have revived the brick-builder – and given it new appeal among adults. By ARTHUR GOLDSTUCK

Then there is the miniature Chrysler Building in the New York skyline kit, which reveals another secret of the Architecture range: “For the Chrysler Building, I was able to recreate the iconic top with only a few pieces. They are actually made of Lego teeth and claws from other models, but here serve as the metal archways on top. 

“My design philosophy with this line is that it is only created with the existing elements. So that means that we’ve never made a special mould for the Lego architecture series. It can be easy for us to create an element that would look exactly like the top of the Chrysler Building, but that would completely defeat the purpose, which is to show the versatility of the Lego system in play.”

The flame of the Statue of Liberty, he reveals,  is actually a woman’s hair from another set.

“I have a strong conviction that everything that we can imagine, we can actually recreate using the existing bricks. And we have proved that time and time again with ourArchitectures. So all you see here is just existing pieces that are repurposed in new ways, that are built in such a way that they haven’t been built before, so that they can represent a new shape.”

These back stories serve another unintended purpose: they bring the models to life in an innovative way that has rarely been associated with child’s play.

  • Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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