JOURNAL ARTICLE

Towards a monumental experience: Fandom and corporate imaginary within the LEGO inside tour.

  • Published In: Journal of Consumer Culture, 2024, v. 24, n. 4. P. 459 1 of 3

  • Database: Academic Search Ultimate 2 of 3

  • Authored By: Botorić, Vlada 3 of 3

Abstract

This article examines the LEGO Inside Tour as a branded, immersive consumer experience that embodies LEGO's corporate culture, history, and fandom nostalgia through spatial, architectural, and performative elements in Billund, Denmark. Drawing on ethnographic fieldwork, it highlights how the exclusive three-day tour offers adult fans privileged access to LEGO's factory, archives, and design processes, fostering a monumental fan experience that blends physical presence with symbolic brand meanings. The study situates the tour within broader trends of experiential consumption and VIP fan engagement, emphasizing the role of tangible, multisensory interaction in reinforcing collective identity and emotional connection to the LEGO brand. It also discusses how LEGO's engagement with adult fans (AFOLs) through co-creative activities and exclusive merchandise reflects a strategic shift toward participatory consumer culture and sustainable brand loyalty.

Additional Information

  • Source:Journal of Consumer Culture. 2024/11, Vol. 24, Issue 4, p459
  • Document Type:Article
  • Subject Area:Sports and Leisure
  • Publication Date:2024
  • ISSN:1469-5405
  • DOI:10.1177/14695405241283758
  • Accession Number:181053140
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