It sounds like a dream job: Playing with Legos all day, and having an official title like "MasterBuilder." It's a reality for 40 Lego employees, who build unique models and sculptures out of Legos. To kick off the search for a new generation of MasterBuilders and promote the launch of its 2003 collection, Lego hosted an all-day event at the Altman Building to give journalists a hands-on introduction to the new line.
Planned by Raffaele Pata of Shackman Associates, the day started with a morning press conference that introduced more than 60 members of the international press—flown in for the event by Lego and housed at the Hudson Hotel—to several MasterBuilders, and officially launched the classic Lego pieces. Attendees participated in brainstorming sessions with the MasterBuilders, and the hands-on environment encouraged everyone to build during the event.
In the evening, New York-based journalists, children of Lego employees and kids from area schools attended a cocktail party, with a gallery of Lego models built by celebrities. Exhibitgroup Giltspur created a swank romper room with freestanding, Lego-branded walls. In the center of the room, black and white beanbag seats were set around low, round tables with big bowls of Lego pieces. A more adult lounge area had black leather sofas, chairs and coffee tables. Thomas Preti Caterers' kid-friendly menu included mini hot dogs and macaroni and cheese tartlets on trays decorated with mini Lego models.
The gallery featured models by celebs like Courteney Cox Arquette, David Arquette and Caroline Rhea, handbag maven Lulu Guinness, fashion designers Kenneth Cole, Betsey Johnson and Nicole Miller, and recently disgraced athlete Sammy Sosa. But the most impressive piece by far was an intricate, 50,000-piece model of the West Village built by "Lego enthusiast" Sean Kenney, which even included a mini subway stop, sidewalk cafes, street signs and construction workers.
—Suzanne Ito
Planned by Raffaele Pata of Shackman Associates, the day started with a morning press conference that introduced more than 60 members of the international press—flown in for the event by Lego and housed at the Hudson Hotel—to several MasterBuilders, and officially launched the classic Lego pieces. Attendees participated in brainstorming sessions with the MasterBuilders, and the hands-on environment encouraged everyone to build during the event.
In the evening, New York-based journalists, children of Lego employees and kids from area schools attended a cocktail party, with a gallery of Lego models built by celebrities. Exhibitgroup Giltspur created a swank romper room with freestanding, Lego-branded walls. In the center of the room, black and white beanbag seats were set around low, round tables with big bowls of Lego pieces. A more adult lounge area had black leather sofas, chairs and coffee tables. Thomas Preti Caterers' kid-friendly menu included mini hot dogs and macaroni and cheese tartlets on trays decorated with mini Lego models.
The gallery featured models by celebs like Courteney Cox Arquette, David Arquette and Caroline Rhea, handbag maven Lulu Guinness, fashion designers Kenneth Cole, Betsey Johnson and Nicole Miller, and recently disgraced athlete Sammy Sosa. But the most impressive piece by far was an intricate, 50,000-piece model of the West Village built by "Lego enthusiast" Sean Kenney, which even included a mini subway stop, sidewalk cafes, street signs and construction workers.
—Suzanne Ito
Life-sized Lego figures decorated the outside of the Altman Building for a launch party for Lego's new line.
Furniture included beanbag seats and black leather lounge chairs and sofas. Bowls of Legos were available for guests to play with during the event.
Thomas Preti Caterers served macaroni and cheese tartlets on serving trays decorated with small Lego sculptures.
"Lego enthusiast" Sean Kenney built a model of the West Village out of Legos.
