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  • As the result of writing a blog post for an advertising/design agency recently, I was mentally transported back 30 years when I was sitting on the floor playing with my little boy. The subject of the blog was LEGOs and that’s what Chris and I played with for hours and hours.

    These little pieces of sharp-cornered plastic also managed to show up near my bed during this time period and more than once, after stepping on one in my bare feet, I considered going to the ER for traumatic LEGO foot!

    In case you’ve missed being exposed to LEGOs, they are plastic blocks of varying sizes and colors which can be snapped together to form amazing buildings, animals, machines, vehicles, weapons of mass destruction and anything else your heart desires. The Danish company that invented LEGOs and continues to make them has been around for 82 years and it has been enormously successful.

    The LEGO Movie was released in early February 2014 and for the first three weeks was the top box office attraction in the U.S. Imagine. An entire animated movie composed of creatures and people made from little pieces of plastic. Needless to say, the movie has a fecundity of product placement – all LEGOs!

    The essence of the LEGO-centric blog post was an experiment I concocted to see if a trained and very talented architect could tell something about the personality of three people who used the same number and styles of LEGOs to build whatever occurred to them to build. The catch: the architect did not know the names, age, gender and what professional talents the LEGO designers were. He was merely looking at a photo of their design.

    If you would like to read about the experiment, click here ( and you can read the blog post.

    The insights the architect gleaned from observing these LEGO designs were nothing short of amazing. From simply reviewing the constructions, he correctly deduced things about the designers that were subtle, insightful and spot-on.

    I had forgotten how much fun making weird stuff out of LEGOs was and is. They’re really a counter-intuitive phenomenon in the digital world. There’s no app to download, no keyboard to pound, no smartphone, no Frappy Birds and no LIKE button. It’s just a pile of potential. The possibilities and memories are endless.

    LEGO car designs, construction and photograph by Brent Pelloquin – LEGO master
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