Le Florist: LEGO Botanicals Flower Truck Across Europe

To support the global communications strategy for the full LEGO Botanicals range, the brand rolled out a travelling mobile showcase designed to put “bricks in hand” across Europe. The hero of the tour: Le Florist, a custom-built flower truck that reimagines the classic mobile florist through LEGO’s playful lens.

A florist shop on wheels

Le Florist functions as a mobile flower shop, wrapped in colourful LEGO Botanicals branding and staged for high visibility in each city. The truck was tailored for key cultural moments—Valentine’s Day, Mother’s Day, and even F1’s Silverstone—blending familiar florist cues with LEGO’s distinctive design language and “discoverable” details that reward closer looks and photos.

Flower-building workshops that put ‘bricks in hand’

At each stop, visitors were invited into flower-building workshops inside and around the truck. Guided by brand ambassadors, guests assembled LEGO Botanicals stems piece by piece, discovering textures, colours and build techniques along the way. Everyone left with a LEGO flower to gift to a soulmate, a friend, a colleague—or to keep as a reminder of the experience.

The format turned a product demo into a moment of mindful play: slowing people down, sparking conversation between strangers, and giving them something tangible (and Instagrammable) to take home.

10 locations, 6 countries, thousands of flowers

Over the course of six months, the Le Florist experience visited 10 locations across 6 countries, including cities like London, Paris, Milan, Barcelona, Utrecht and Munich. On the road, the tour carried approximately 228,378 LEGO pieces and welcomed around 20,000 visitors.

Across all stops, guests built an impressive 8,676 LEGO flowers. The clear favourite? The red rose, fittingly crowned as the most popular flower of the tour.

“My highlight was witnessing interactions between total strangers – joy for LEGO often transcended linguistic barriers. I enjoyed hearing who their build was for and how they would fill their day after the power of play had taken effect.”
— Darren Hair, Project Manager

Why Le Florist is a powerful experiential + OOH play

Le Florist sits at the intersection of experiential marketing and OOH presence. As a moving, highly branded object, the truck works like a travelling spectacular—anchoring visibility in plazas, fan zones and high-footfall streets. As an experience, it increases dwell time, generates UGC and, crucially, puts LEGO Botanicals directly in people’s hands.

Instead of a static billboard, the brand delivers a multi-sensory, hands-on interaction that can be documented, shared and remembered. City by city, the truck reinforces the idea that LEGO Botanicals is more than a gift item—it’s a way to build connections and moments together.

Takeaways for brands

The Le Florist tour shows how a focused mobile activation can extend a global strategy at street level:

• One clear concept: a flower truck that instantly explains the product story.
• Hands-on participation: workshops that turn spectators into builders.
• Data-backed results: visitors, builds and routes that prove impact.
• Built-in OOH value: the truck itself functioning as a moving, photogenic media surface.

For brands exploring new ways to combine OOH with experiential tours, Le Florist is a strong case study: a simple, joyful idea, executed with consistency, that lets the product and the people share the same stage.