New research highlights growing digital isolation as LEGO® invites people to step away from screens and embrace real-world creativity.
In today’s digital-first world, virtual interactions have taken precedence over face-to-face connections. Recent research by the LEGO Group reveals that 40% of people engage more with others through their devices than in person. With over 5 billion individuals using social media and more than 3 billion on messaging platforms, the way we connect is evolving but not always for the better. Studies suggest that replacing real-world interaction with screen time can lead to increased feelings of isolation and reduced well-being.
This Valentine’s Day, LEGO is stepping in to reignite real-world relationships. Through creativity and play, the LEGO Group is launching a global initiative designed to bring people together in meaningful ways.
Introducing the Le Florist Flower Truck
To celebrate love, connection, and togetherness, LEGO is unveiling the Le Florist Flower Truck, a travelling florist bursting with LEGO Botanicals. This immersive experience will tour major cities, including New York, London, Toronto, Paris, Hamburg, and Milan, inviting visitors to craft their own everlasting LEGO floral creations.
The flower truck features:
- Floral Window Displays & Flower Trollies – A visual treat of vibrant LEGO Botanicals for inspiration.
- Hands-on Workshops – Visitors can design personalised LEGO Botanicals stems as unique gifts for their loved ones.
- Interactive Selfie Spots – Mirrored panels and floral murals create the perfect backdrop to capture joyful moments.
Whether crafting a bouquet for a soulmate, best friend, family member, or even oneself, the Le Florist experience is all about celebrating meaningful relationships. Each visitor gets a chance to step away from screens and engage in a fun, interactive way to express care through creativity.
Can’t Attend? Join a Virtual Workshop with Jeff Leatham
For those unable to visit the Le Florist truck in person, LEGO is offering a free online workshop from 4th February, led by world-renowned florist and artistic director Jeff Leatham. Known for his spectacular floral arrangements, Jeff will guide participants in creating three stunning LEGO Botanicals designs:
- A Handheld Bouquet – Perfect for gifting.
- A Botanical Centrepiece – A decorative piece for any space.
- A Showstopper Arrangement – An eye-catching floral masterpiece.
This exclusive workshop allows participants to unleash their creativity and discover new ways to express affection using LEGO Botanicals. The event is open to all and can be accessed via LEGO.com/Botanicals.
Valentine’s Day LEGO Make & Take Events
Additionally, LEGO Stores across AMS and EMEA will host a special Make & Take event from 7th-13th February. Visitors can participate in hands-on building experiences, creating mini LEGO Botanicals designs to take home—offering another way to celebrate love and creativity.
A Message from LEGO Botanicals
Alexandra Zamfir, Marketing Lead on LEGO Botanicals, shared: The LEGO Botanicals collection offers more than just a stunning gift; it’s a chance to come together and craft unforgettable moments. This Valentine’s Day, as we navigate a world dominated by digital interactions, we want to remind people of the importance of real-world connection. Whether at the Le Florist truck or through our online workshop, we hope people embrace creativity and togetherness in a meaningful way.
