March 18, 2015
Fairmont Hotel Macdonald in Edmonton, Alberta is bringing together both locals and guests for the unveiling of a LEGO replica of the property.
On March 24 at 12:30 p.m., the downtown hotel will present the sculpture in its lobby, in the company of Edmonton’s Mayor Don Iveson. This event will likely attract community members, as they come to celebrate the hotel’s presence in their town for the past 100 years.
Brick by brick
The LEGO sculpture by Al and Laura Pankratz was originally created in 2005. For the hotel’s anniversary, it has been updated, making it more authentic to how the hotel looked at its construction in 1915.
It has also been strengthened, so it is sturdier.
The complete project took 300 hours of labor, and the sculpture uses 100,000 LEGO pieces.
LEGOs, and toys in general, enable brands to reach consumers at a young age.
Throughout the year, Fairmont Hotel Macdonald will be hosting events to commemorate its milestone.
Fairmont Macdonald's Empire Ballroom
Automakers McLaren, Ferrari and Porsche are seeking younger consumers with the Lego Speed Champions, a new line of Legos that will feature vehicles from the brands.
Lego will introduce its Speed Champions collection this spring with an expected eight sets featuring automobiles such as McLaren P1 and LaFerrari. This smaller scale assortment of luxury vehicles will likely intrigue the younger population of budding car collectors (see story).