Bjarke Ingels Group (BIG) has unveiled its design for the LEGO House, an experience and education centre to be built in Billund, Denmark.
The LEGO House will be around 30m tall and feature 7,600m² of exhibition areas, a café, a LEGO store and a 1,900m² public square.
Construction of the building is expected to start in early 2014 and complete in 2016.
The building, which is expected to attract 250,000 visitors annually, will be constructed by a collaboration between KIRKBI, the LEGO Foundation and the LEGO Group.
LEGO House marketing manager Hans Peter Folmann said the building can be used by both visitors and the citizens of Billund.
"For this reason a large part of the building – 1,900m² – will be a covered square with free access for the public and we hope it will be a natural gathering point for people living in Billund as well as visitors," Folmann said.
The LEGO Group will handle the daily operation of the LEGO House after construction is completed.
BIG founder Bjarke Ingles was quoted by the Archdaily as saying that LEGO House will look at LEGO from all different aspects, considering LEGO as an art form and its cultural impact.
"When we were doing the research for it [the LEGO house], we realised, if you would consider it just an art museum, you would be able to fill it with so much user content of such a high quality. It is one of our great dreams at BIG that we are now able to design a building for and with the LEGO® group," Ingles said.