The LEGO Group and Serpentine announce the official opening of the Play Pavilion, an immersive new cultural destination in the heart of Kensington Gardens. Created in collaboration with iconic architect Sir Peter Cook, the Pavilion opens on World Play Day to champion the voices of London’s youth and provide them with a culturally rooted community destination that encourages play, creativity and grassroots collaboration.
World Play Day is the LEGO Group’s celebration of UN’s International Day of Play, which states that play is an essential right for every child’s growth and happiness. With new research from the company to mark the day finding that 1 in 3 children feel adult-designed urban environments don’t consider their needs and 7 in 10 (69%) of parents feeling their city does not offer safe and accessible play spaces, the Play Pavilion provides a free, inclusive space for all to rediscover the power of imagination and play in the centre of London.
Throughout the summer (11th June to 10th August 2025), the impressive LEGO brick-built space will host a number of free, hands-on workshops with music curated by NTS Radio, and pre-bookable sessions from talent including Martine Rose, Niko B, Iglooghost and more, spotlighting the boundless potential of creative play. School and community programming will also provide an inclusive platform for young Londoners to share their ideas for the city’s creative future. From build challenges and fashion labs to nature walks and sports days the Play Pavilion offers over nine weeks of free, dynamic creative sessions for children aged 12+ and adults including:
- Brick Clicks: Live beat-making from Kepler and Iglooghost, turning LEGO bricks into sound samples.
- Abstract Art Class: LEGO bricks meet brushstrokes for expressive, abstract creativity.
- Record Shop: reimagine iconic album covers in LEGO bricks, led by LEGO Master Builders.
- Play in Nature: guided walks and LEGO brick builds with Flock Together, blending ecology, imagination and play.
- The Edit Workshops: artist-led builds with Martine Rose and Niko B, drawing from their archives and creative ethos.
- Nike x LEGO: BrickSwoosh Workshops: a series of workshops remixing football culture and streetwear creativity with LEGO bricks.
For the full programme and sign-up details, visit: playlondon.info
Julia Goldin, Chief Product and Marketing Officer at the LEGO Group, said: “
As we celebrate World Play Day, we are excited to be bringing the transformative power of play to London’s iconic Kensington Gardens with Serpentine and Sir Peter Cook. Our new research found that urban design doesn’t cater for the needs and preferences of children, so we’re delighted to create a vibrant playful space for families to build, connect and explore the joy of play together.”
Peter Cook, architect, said: “I’ve always believed architecture should surprise you, especially if you’re young. The Play Pavilion does just that, not in a grand way, but in the small detail and moments of discovery as you navigate the space. Inspired by young people there is a space to hide, climb, perform or simply let your imagination run wild. It really is about unlocking infinite possibilities through play.”
Bettina Korek, Chief Executive, and Hans Ulrich Obrist, Artistic Director, said: “The Play Pavilion continues Serpentine’s tradition of pioneering architectural commissions, while honouring the legacy Zaha Hadid’s early collaboration with Sir Peter Cook. In partnerships with The LEGO Group, it becomes something more; a space shaped by community, built for the next generation, and driven by the shared belief that play can be a powerful form of cultural exchange.”
Beyond programming, the Play Pavilion is designed to ignite long-term change. Whether through youth-led insights shaping future policy, or intersectional panels uniting creatives, athletes, and grassroots leaders, this space redefines what cultural infrastructure can look like when young people are placed at its centre.
As the LEGO Group celebrates World Play Day, where it will put the world in play mode the Play Pavilion joins global activations in Berlin, Boston, and Shanghai.
For more information visit: LEGO.com/newsroom.
