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Toy brand Lego has revealed the design by Danish studio BIG for a visitor centre based on its famous plastic bricks.
The Lego House resembles a stack of Lego bricks rising from a public square in the company's home town of Billund, Denmark.
Inside, the bricks will house exhibition spaces, a café and a shop, while several roof top gardens and sheltered spaces beneath the building will be accessible to the public.
“The creative use of the Lego brick shape is a true visualization of the systematic creativity that is at the core of Lego play,” said Peter Folmann, marketing responsible for the Lego House in a statement on the company's website.
Construction is due to begin in early 2014, with the inauguration scheduled for 2016.