LEGO Reimagines F1 British GP Trophy

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How LEGO reimagined the F1 British GP trophy out of bricks

Summary

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62% Informative

LEGO created the trophies for the British Grand Prix in LEGO bricks.

The RAC Trophy that is traditionally awarded to the winner of the F1 British GP has been reimagined in LEGO .

The winners’ trophy, is comprised of 2,717 LEGO bricks, weighs over 2kg and all four trophies took a team of seven builders over 210 hours to create.

LEGO Group chief product and marketing officer Julia Goldin tells Motorsport.com there will be further such activations in the future but that they will only be used sparingly and when they feel like a natural fit.

“We're not just going to create activations for the sake of it. They have to look and feel authentic. It has to resonate with the audience and the sport,” she says.

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formal

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English

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not offensive

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not hateful