BIG Reveals Lego Center Design

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The architecture firm BIG, led by Danish architect Bjarke Ingels, has revealed the design for the Lego "experience center" which will look like, well, a stack of Legos.
 
Located in Lego's birthplace of Billund, Denmark, the Lego house will provide guests with entertainment and an educational experience, the company said in a release. 

The 7,600-square-meters building will be approximately 30 meters tall. It will have exhibition space, a cafe, Lego store and public access to roof-top gardens from the outside.

"The Lego House will show the past, present and future of the Lego idea," Lego owner Kjeld Kirk Kristiansen said. "It is our belief that Lego play fosters innovative thinking, and the Lego House gives us an opportunity to make it very tangible what Lego play offers and how it stimulates children's creativity and learning."

A video showcasing the design concept shows the multilevel access points with wide open areas inside, topped by the Keystone, a large Lego brick. 

Mr. Ingels, known for his "manifesto of popular culture" and his genre-busting designs, has gained international fame in recent years, including tall building projects in New York and Vancouver. 
 
Construction for the Lego House is expected to start in early 2014. The company expects 250,000 annual visitors once doors open in 2016.

This video shows an early concept for the project. Lego says the interiors will look much different.