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Merlin’s popular Legoland Discovery Centres have undergone a rebranding and reimagination, with the first Lego Discovery Centre coming to Belgium this summer
Tom Anstey | Planet Attractions | 04 Feb 2022
The new immersive experience is a complete rethinking of the popular Legoland Discovery Centre model Credit: Merlin Entertainments
Merlin Entertainments and Lego have offered the “next generation” of Discovery Centres, with upcoming iterations of the attraction set to offer a new look and experience starting in Belgium later this year.
Rebranded Lego Discovery Centres from Legoland Discovery Centres, the reimagined attraction says Merlin, is designed to offer more family learning-through-play activities and will include a new team of playmakers and master model builders, as well as several new experiences, including a digital experience, a train ride and a pre-school offering.
Called Lego Space, the new digital experience sees guests creating their own space rocket out of Lego bricks in real life. This rocket is then digitally scanned, where guests can watch their model being built and launched into space. Guests will also be fly the ship, dodge aliens and land on other planets in the Lego Space solar system.
The train ride sees kids take a seat on the Imagination Express, which promises to be “a train ride like no other”, as families embark on an interactive adventure with special devices used to collect points. Through the train ride, guests go through an oversized Lego World, entering a giant bubble bath and travelling down through the plug hole, entering the Lego ocean and eventually journeying into outer space.
For children under five years old, the pre-school offering features a Lego dinosaur-themed carousel and slides.
“By working together to design and build this next generation of the Lego Discovery Centres, we can cater for even more families looking for the ultimate Lego morning or afternoon of indoor activity which the whole family can enjoy together,” said Justin Platt, chief strategy officer at Merlin Entertainments. “We’ve worked closely with Lego’s strategic team to really
understand how we can continue to build and strengthen the attraction’s offering for our future guests.”
There are currently 27 Legoland Discovery Centres operating worldwide. The new addition, coming to Brussels, Belgium, in summer 2022, will be the first to operate under the Lego Discovery Centre branding with the ‘next generation’ model.
“By creating this highly interactive indoor Lego experience, we will give families a place to play, explore, create and have fun together,” said Julia Goldin, chief product and marketing officer for The Lego Group.
“Working closely with Merlin Entertainments and their expertise in the location-based entertainment sector, we hope to spark curiosity, creativity and imagination for the builders of tomorrow.”
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