LEGO Group blooms love with Valentine’s LEGO Botanicals pop-up in SG

This Valentine’s Day, The LEGO Group is putting a playful twist on the classic bouquet. Instead of buying flowers, LEGO Botanicals is inviting Singaporeans to build their own.

At the heart of the campaign is a limited-time Bloom Bar pop-up at Raffles City from 2 to 15 February. Styled similarly to an outdoor craft fair, visitors can explore a curated selection of LEGO Botanicals sets, including rose and tulip bouquets, and build their own creations to take home. The experience is designed for friends, couples, or solo visitors, with opportunities to pause and capture photos along the way.

Beyond Raffles City, LEGO Botanicals will appear in smaller activations across Singapore. A vintage-style photo opp truck near City Hall will showcase floral LEGO arrangements for picture-taking, while the 'Bloom squad' will hand out fresh roses and vouchers at selected locations. Customers can exchange these for LEGO rose stalks with qualifying purchases at participating stores.

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Selected LEGO Botanicals sets, including the 'Bouquet of roses (10328)', Bouquet of pink roses (10374)', 'Tulip bouquet (11501)' and 'Pretty pink flower bouquet (10342)', will also be available with Valentine’s promotions across LEGO Certified Stores, online at Lazada, Shopee and Amazon, and major Singapore retailers.

"Flowers are a familiar part of the season, but what often lasts longer are the moments shared around them. LEGO Botanicals brings play and creativity into that space. Building something together makes connections feel easier and more natural, and leaves people with something they can keep beyond the moment," said Ágnes Molnár, marketing director of Singapore, Malaysia and APAC Travel Retail at The LEGO Group. 

LEGO’s Singapore Bloom Bar pop-up is part of the company’s broader strategy to bring play into real-world experiences. Globally, the brand has been activating immersive campaigns that combine creativity, storytelling and hands-on engagement, such as its “Let’s go Malaysia 2026” activation at Kuala Lumpur International Airport (KLIA).

At KLIA, LEGO transformed a section of the airport into a “mini airport within an airport,” complete with themed zones inspired by airport touchpoints. Travellers can move through a LEGO-built departure hall, baggage drop, customs checkpoint and airplane cabin, with window dioramas showcasing Malaysia’s landmarks. Iconic structures including the Petronas Twin Towers, KL Tower, Merdeka 118, The Exchange 106 and KLIA’s control tower are recreated in bricks, blending cultural storytelling with hands-on play for visitors of all ages.

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