LEGO X Wallpaper Present the World’s First Buildable Magazine Cover

The World’s First Buildable Magazine Cover​

In 2024, LEGO Group partnered with creative icon Pharrell Williams to release Over The Moon, a set celebrating the boundless possibilities of space exploration. Williams described the project as an extension of his childhood daydreams and emphasized the optimism of space exploration, stating, “If we can make it to the moon… what can‘t we do on Earth?” This vision of limitless creativity and ambition is infused throughout the set’s design. ​

When the chance came to launch Over The Moon on Wallpaper, the world’s most important design magazine, we had to make the cover as imaginative and creative as the set. The solution was a groundbreaking special edition of Wallpaper—the world’s first buildable magazine cover. Featuring seven precisely cut holes designed to fit LEGO bricks, the cover invited readers to transform the magazine into their own creative canvas. This interactive design turned every magazine into a one-of-a-kind piece of art, making a cover as imaginative and creative as the LEGO set. Readers could not only explore Pharrell Williams’ vision for Over The Moon within the magazine but also turn the cover into a playful LEGO inspiration canvas.​

To amplify the buzz, we partnered with a group of passionate Adult Fans of LEGO (AFOL) who used the magazine cover as an inspiration canvas for free-built LEGO cover stories. These creations became the centerpiece of the “LEGO Inspiration Space,” an offline exhibition in Chengdu, China. Styled with retro-futuristic aesthetics, the exhibition drew attention from across the nation’s fashion and design communities, solidifying LEGO’s position at the intersection of design and culture. ​

Over 300,000 unique covers were created, turning what is traditionally a static print format into an interactive, creativity-driven experience. The campaign sparked millions of impressions and ignited a fresh dialogue around the intersection of design, play, and innovation.