Recent data from the LEGO Group indicates that increased digital connectivity may be contributing to a sense of disconnection among individuals. Currently, over 5 billion people, or 62.3% of the global population, engage with social media platforms, while more than 3 billion utilize messaging applications. A survey highlighted that 40% of respondents now communicate more through their devices than in person.
In response to these findings, the LEGO Group has introduced the Le Florist Flower Truck, aimed at promoting real-world relationships during the upcoming Valentine’s Day. This mobile florist shop features vibrant LEGO Botanicals flowers and offers visitors the opportunity to participate in free workshops where they can create their own floral arrangements using LEGO components. The initiative encourages individuals to step away from their screens and engage in hands-on activities that foster connection and creativity.
The Le Florist Flower Truck will visit several major cities, including New York, London, Toronto, Paris, Hamburg, and Milan. The project aims to provide a space for people to express affection and appreciation through personalized LEGO bouquets. Additionally, from February 4th, the LEGO Group will host an online workshop led by celebrity florist Jeff Leatham, allowing participants to explore floral design using the LEGO Botanicals collection.
LEGO Botanicals is positioned as a thoughtful gift option that encourages meaningful interaction among loved ones. The campaign seeks to address the growing feelings of disconnection in society by inviting individuals to engage in collaborative and creative experiences. For more information on the tour and online workshops, individuals can visit the LEGO website.