In the small Danish town of Billund, home to just under 8,000 residents, Lego is inescapable. From the airport to the streets, the plastic brick dominates. The Hotel Legoland, designed to resemble giant Lego bricks, offers themed rooms such as Ninjago, and guests enjoy early access to the adjacent Legoland theme park. The original Legoland, Denmark's second biggest tourist attraction outside Copenhagen, provides a relaxed experience with minimal queues and friendly staff, a stark contrast to its Windsor counterpart.
Lego House, opened in 2017 as the company's single biggest investment in years, is a must-visit. Housing 20 million Lego bricks, it focuses on the classic brick rather than themed ranges. Visitors can explore creations by 'Lego Masters' from around the world, including huge cities and a T. rex. Digital bracelets allow guests to record their own creations, reducing phone use. Kathrine Kirk Muff of Lego House emphasises that the venue is 'all about the brick' and designed for everyone to enjoy.
Billund's appeal extends beyond Lego. The town markets itself as the 'Capital of Children', with a welcoming atmosphere that permeates its attractions. Families can spend hours at Lego House, where numbers are limited to ensure space for creativity. The experience is described as fun and smile-inducing, with children and adults alike losing themselves in play.
