December 16 2019  |  Gifts & Children's Products

DFD receives a tour of the LEGO House on a visit to the brand’s hometown

By Jas Ryat


Simon Stansfield Bast, Head of Sales, Travel Retail Americas and Middle East, The LEGO Group Travel Retail, and Tatiana Pinto, Brand Manager – LEGO, Duty Free Dynamics, pose for a picture in the LEGO house

LEGO opened its headquarters’ doors to Duty Free Dynamics (DFD) during the visit of Tatiana Pinto, Brand Manager – LEGO, Duty Free Dynamics, to Denmark.

Duty Free Dynamics has been appointed LEGO Master Franchiser for the Americas travel retail markets and is scheduled to open a series of LEGO Airport Stores (LAS) in the upcoming months. This tour was not only an opportunity for Tatiana to be trained in the entire range of LEGO products and latest innovations of 2020, but also discover the LEGO house – a concept only available in Billund (LEGO’s mother city).


The Masterpiece Gallery, where three giant LEGO dinosaurs are on display with the three main collections: Duplo, System and Technic


Tree of Creativity, the largest LEGO construction ever built; the tree is made up of 6 million bricks, stands 15 meters tall and weighs close to 11 tons

The LEGO House is a 12,000-square meter interactive house that required more than four years of construction. The objective of the attraction: to create an original and distinctive place where visitors can build a close connection with the brand. Directly inspired by the LEGO bricks, the house stacks 21 parallelepipeds to display a three-dimensional sculpture and its bright colors represent the game’s iconic palette.

Described as a real, oversized 2x4 LEGO brick, the highest cube is called Keystone. Located inside the building, 25 million LEGO bricks are used for many experiments in different areas: the green zone focuses on social interaction, the yellow zone plays with emotions, the red zone encourages visitors to explore their creative skills and the blue zone allows them to test their cognitive skills such as memory.

Since the LEGO Group remains as the world’s leading toy manufacturer, this concept will not be reproduced outside of Denmark. Therefore, it will remain unique to the brand’s hometown.

Brand News

January 25 2021

Infinium Spirits signs exclusive…

Infinium Spirits announces an agreement with premium spirits distributor, WEBB Banks, that will see the exclusive distribution…

By Laura Shirk

January 25 2021

The Macallan releases the latest…

The Macallan has revealed the next instalment of its iconic series that celebrates the classic advertising campaigns of the…

By Laura Shirk

January 20 2021

Shiseido TR celebrates Lunar New…

Shiseido Travel Retail celebrates the Lunar New Year with bestsellers from its portfolio of beauty brands: SHISEIDO, Clé…

By Laura Shirk

January 19 2021

Distell International launches…

Distell International, wines & spirits producer, launched a new wellbeing campaign for its UK employees that aims to lift…

By Laura Shirk

January 18 2021

FRAAS & Friends concept debuts…

During times of crisis, it is necessary to think and act long-term. With this in mind, FRAAS…

By Laura Shirk

January 11 2021

Jose Castellvi joins the team at…

​WEBB Banks, the leading premium wine and spirits distributor for travel retail, the Caribbean and Central America, has announced…

By Laura Shirk

January 11 2021

DFD partners with Oris to support…

​Duty Free Dynamics partnered with the prestigious watch brand, Oris, and Chef Andrés Morataya, in an effort to support local…

By Laura Shirk

January 7 2021

Rodenstock SS21 Collection: inspired…

With the tagline “inspired by the past, made for the future,” Rodenstock’s SS2021 Eyewear Collection shows that the brand…

By Laura Shirk

January 7 2021

Mondadori publishes “The 100 Prosecco…

On November 24, 2020, the book “The 100 Prosecco Recipes” by Sandra Bottega was released. Published by Mondadori, also in…

By Laura Shirk

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap