London just unlocked a new level of play. The LEGO Group and Serpentine have teamed up with legendary architect Sir Peter Cook to launch the Play Pavilion, a bold and imaginative new space in Kensington Gardens, which dropped on World Play Day (June 11th).
The timing is no accident. World Play Day marks the LEGO Group’s celebration of the UN’s International Day of Play, spotlighting play as a human right for every child. But it’s not all fun and games: recent research from LEGO found that 1 in 3 children feel like their cities weren’t built with them in mind. And nearly 70% of parents agree that safe, accessible play spaces are lacking. That’s where the Play Pavilion steps in, offering a free, inclusive space for imagination, community, and expression.
From June 11 to August 10, the Pavilion becomes a live hub for over nine weeks of workshops, art, music, fashion, and unexpected creativity. Think of it as a festival without the wristbands, all hosted inside a stunning space right in the middle of one of London’s most iconic green spaces.
What’s On?
🧱 Brick Clicks: Live beat-making with Kepler and Iglooghost, flipping LEGO bricks into music samples.
🎨 Abstract Art Class: Get loose with colour, shape and LEGO bricks in expressive sessions.
🎶 Record Shop: Reimagine classic album covers brick-by-brick with guidance from LEGO Master Builders.
🌿 Play in Nature: Link up with Flock Together for guided nature walks and eco-inspired brick builds.
👟 The Edit Workshops: Hands-on builds with Martine Rose and Niko B, fusing fashion, identity and design.
⚽️ Nike x LEGO: BrickSwoosh Workshops: Remixing football culture and streetwear with pure LEGO creativity.
It’s all free, and a lot of the events are pre-bookable. For the full programme and how to lock in your spot, head to playlondon.info
Why This Matters
Julia Goldin, Chief Product & Marketing Officer at LEGO, sums it up:
“Urban design doesn’t cater for the needs and preferences of children, so we’re creating a vibrant space for families to build, connect and rediscover the joy of play.”
Sir Peter Cook, who brought the Pavilion to life, adds:
“Architecture should surprise you — especially if you’re young. There’s space to hide, perform, climb or just let your imagination take off.”
Make sure to check this space out this summer as well as activations in Boston, Shanghai and Berlin!
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