Book launch: This Is Why You Love LEGO

These are some of the questions behind design researcher Jess Uhre Rahbek’s new book, This Is Why You Love LEGO. Over the course of three years working closely with LEGO, he has observed and analysed what happens when people build with and interact with its products.

In This Is Why You Love LEGO, published by the American academic publisher MIT Press, Jess Uhre Rahbek presents insights from his research into how LEGO sparks play, ideas and engagement. He puts into words some of the mechanisms that make play meaningful – and keep it going across the world.

On 29 October, the book will be launched at Kolding School of Design, where Jess Uhre works as a design researcher. He will be joined by LEGO designer Luka Grkovic for a conversation about LEGO, the story behind his research, and how to design something that others feel inspired to explore.

You do not have to work with toys to take something away from the event. Both the book and the talk offer a language for understanding how design can invite people to participate and contribute their own ideas. It is an insight that reaches far beyond LEGO – to anywhere we want to encourage more ideas, greater engagement and more room for creativity.

100 kilos of LEGO will be waiting for you
Feel free to build while you listen. It is a chance to experience for yourself what happens when a single brick makes you change your plan.

We hope you will join us for an afternoon of conversation, inspiration and LEGO bricks in your hands.

We look forward to seeing you on 29 October.