The LEGO Group builds big with expanded Singapore hub

The LEGO Group has unveiled the expansion of its Singapore regional headquarters, signalling a deeper commitment to APAC and to delivering a best-in-class workplace experience.

The new space spans over 7,000 square meters across four floors, including a 1.5-floor expansion. It embodies the company’s global workplace principles of playfulness and inclusivity, with features ranging from life-size LEGO displays to Peranakan-inspired lunch boxes filled with LEGO bricks.

The office is designed to inspire creativity, collaboration, and connection, giving employees flexibility to choose spaces that suit their working styles, including focus areas, hybrid collaboration zones, social spaces, and even hands-on LEGO building sessions.

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The expansion also prioritises well-being and inclusivity, featuring dedicated parents’ rooms, quiet zones, and activity-based workspaces designed to support neurodiversity, creating an environment that “empowers colleagues to grow and succeed on a global scale”.

Singapore has been a strategic hub for the LEGO Group for over a decade, selected for its infrastructure, stable operating environment, and talent pool. The hub now employs over 500 people across critical functions such as business service operations, the creative play lab, engineering and quality, and global supply chain.

The office also strengthens the company’s efforts to reach children through play, via partnerships with Playeum, the Children’s Museum of Singapore, and the Singapore Science Centre.

Claus Kristensen, SVP APAC at the LEGO Group, said, “Our people are at the heart of everything we do. This expansion is about creating a workplace that inspires creativity, collaboration, and a sense of belonging. Singapore provides the perfect environment for us to grow and innovate as we continue to deliver meaningful play experiences to consumers across Asia‑Pacific.”

Singapore continues to be a key playground for The LEGO Group, not just in its offices but also in its consumer campaigns. Earlier this month, the company put a playful spin on Valentine’s Day with LEGO Botanicals, inviting Singaporeans to build their own bouquets instead of buying flowers.

The campaign featured a limited-time Bloom Bar pop-up at Raffles City from 2 to 15 February, styled like an outdoor craft fair. Visitors could explore curated LEGO Botanicals sets, including roses and tulips, and build creations to take home. Smaller activations included a vintage-style photo truck near City Hall and the 'Bloom squad' handing out fresh roses and vouchers, redeemable for LEGO rose stalks with qualifying purchases.

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