During the Olympics, a number of nations create hospitality houses to entertain their national tourists and promote the country. Visit Denmark wished to create a unique experience promoting the best of the country, which of course included LEGO! Working within a strictly defined space and in conjunction with Visit Denmark, it was decided to create a 1:500 scale model of the Olympic park. This would be open to the public for 12 hours a day, for all 19 days of the Olympics. As well as the model itself, the LEGO company would produce the worlds' largest LEGO windmill that would promote renewable energy. The proposal included the building of the model, an artist on site for all 19 days and maintenance of the windmill model supplied by LEGO.
The model was delivered and installed to a difficult site, and then removed again after the closing event. These installations were carried out overnight to reduce congestion. A fully contained waterproof display was delivered, including Perspex canopies, staging and trim panels to a very high standard.
The results of the Olympic build can be seen at www.warrenelsmore.com. The model itself fitted perfectly into the other elements of the hospitality house and acted as a draw across London. Visitors were attracted to the 'LEGO model of the Olympics', but stayed at the venue for all of the offerings available. The Danish House was voted as the most sucessful hospitality house within London.
There was significant print, TV and radio coverage throughout the event, from numerous nations world wide. Video footage was picked up by global websites such as Engadget.com, Eurosport and BBC worldwide. Warren Elsmore gave live interviews from the site and interacted with the public throughout the 19 days, including visits from the Danish Royality and parliament.
Following on from the event, the model was re-located to the Paralympic GB headquarters for the period of the Paralympics, where it was viewed by all of the Paralympic GB team, plus their guests and UK VIPs including Royalty, the Prime Minister and Mayor of London.