Westfield Hamburg Gets Germany’s First Next-Gen LEGO Discovery Center

(eap) Merlin Entertainments and LEGO Group have announced that the LEGO Discovery Centre which is under development at the Westfield Hamburg-Überseequartier mixed-use complex will be Germany’s first of the next generation and is expected to open in spring 2024. Covering an area of more than 3,000 square metres, there will be twelve different areas and more than two million LEGO bricks. The newly designed offerings of the Midway attraction will include the digital “Space Mission” LEGO adventure. Also, there will be a train ride, namely the “Imagination Express” dark ride bringing guests through an XXL LEGO world. In addition, the offer will include formats such as the “LEGO^® DUPLO^® Park” for the youngest guests and also a “Mini World” with sights of the Hanseatic city recreated with LEGO bricks in miniature size.

A “Minifigure Workshop”, an “Action Zone” with play and adventure areas as well as a 4D cinema experience are to round off the versatile family leisure fun. During the further development phase in the coming months, children who apply to be part of the “Creative Crew” will have the opportunity to co-create experiences, test them and get a glimpse behind the scenes. By directly involving their main target group, children aged two to twelve, Merlin Entertainments and LEGO aim to further optimise and develop the individual experiences and activities on offer.

“We are thrilled to be working with Merlin Entertainments to develop a new generation LEGO Discovery Centre in Hamburg where the whole family can immerse themselves in the world of LEGO play. In this interactive indoor LEGO experience, families will find a place where they can play, discover, create and have fun together. Together with Merlin Entertainments and their expertise in location-based family entertainment, we want to inspire curiosity, creativity and imagination in little builders,” explains Julia Goldin, Chief Product & Marketing Officer at LEGO Group.

Rob Smith, Managing Director Midway Attractions at Merlin Entertainments, adds: “We are proud to open our first new generation LEGO Discovery Centre in Germany in Hamburg. Hamburg was a logical next step in our growth strategy for this family attraction that will inspire families, nurseries and schools across the region to learn through play. With over two million LEGO bricks, daily building adventures, our professional LEGO ‘Master Model Builders’, interactive play areas and exclusive LEGO events, we are confident that LEGO Discovery Centre Hamburg will provide the ideal place for families and LEGO fans to discover, create and play – over and over again.”

The new-generation LEGO Discovery Centre in Hamburg will follow on the openings of the world’s first locations in Brussels, Boston, Atlanta and (most recently) Washington D.C. ■