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Web 3: LEGO Going From Bricks to Bytes With Digital Transition

The LEGO Group has opened a new digital office in Copenhagen to support its long-term digital ambitions in the metaverse.

The office, one of four digital workspaces around the world, will be a base for up to 400 employees. The company’s digital offices in Billund, London and Shanghai will also be expanded to accommodate the LEGO Group’s expanding number of employees. The LEGO Group team is set to almost triple in size over a three-year period to more than 1,800 employees worldwide.

The move is one seen increasingly among companies with physical products, like LEGO blocks, that are now transitioning to a Web 3 future where augmented reality and virtual reality offer increased opportunities to earn revenue from non-physical products and services.

“Our digital transformation is one of the single largest investments the LEGO Group will make in a generation,” said Atul Bhardwaj, Chief Digital & Technology Office. “We’ve been blending physical and digital experiences for many years and are excited by our progress, but we have big ambitions so are accelerating our investment and expanding our digital team.

“The LEGO brick will always be the heart of our business but we’re seeing great success making LEGO a digitally enabled brand from new ways to play, shop and do business,” Bhardwaj added.

The LEGO Group’s multi-year digital transformation is driving growth with investments in categories including e-commerce capabilities and new licensed products.

The new office has been designed to enhance digital ways of working and was developed with the aid of The LEGO Group’s digital employees.

“Every step of the design process was taken alongside our digital team members so that the workspace inspires them to do their best work, every day,” said Tim Ahrensbach, Head of LEGO Ways of Working. “The team gave us great advice on how to create the ideal agile working space, what would help them focus, spaces to collaborate and play and of course a great gamer room.”

The new office, which currently houses 100 colleagues, is located in central Copenhagen and includes a host of collaborative spaces, a gamer-room and a welcoming canteen.

The office will also support the company’s Best of Both approach to work which balances working in the office and remotely from home.

The company plans to step up its digital investment across all areas of its business including play, shopping and technology infrastructure.

The LEGO Group is currently searching for engineers, product managers, UX/UI designers, technical program managers, digital security specialists and data scientists to join the expanding digital team.