The LEGO Botanicals Le Florist Flower Truck is touring the globe, celebrating all forms of love—from soulmates and besties to favorite colleagues and self-lovers—on the back of a 51% surge in social media discussions about people feeling disconnected from their loved ones at the end of 2024.
In an era where we are more digitally connected than ever, new data released today by the LEGO Group has revealed that our increased connectivity may be driving us further apart. With over 5 billion people— representing 62.3% of the global population—using social media, and more than 3 billion on messaging apps, it’s no surprise that a survey found that 40% of people now interact more with people through their devices than in the physical world.
When people replace real-world interaction with screen time, it has been found that feelings of disconnection increase and well-being declines. That’s why the LEGO Group is on a mission to help real-world relationships bloom this Valentine’s Day and beyond. This Valentine’s Day, the LEGO Group is championing togetherness and the joy of play with its Le Florist Flower Truck, by inviting people to celebrate creativity, connection, and care as it visits cities around the world.
A blooming florist shop on wheels, Le Florist bursts with colorful LEGO Botanicals flowers and is brimming with creativity. Visitors can dive into vibrant floral window displays, beautiful flower trollies, and free fun workshops to craft their own LEGO Botanicals stems. Playful selfie spots, including mirrored panels and a striking floral mural, offer picture-perfect backdrops to capture joyful moments and celebrate the beauty of connection – petal by petal.
At each stop, budding builders can join interactive workshops to create personalized stems, inspired by their loved ones. Whether crafting a heartfelt gift for a soulmate, best friend, favorite colleague, or even for yourself, the Le Florist experience offers a hands-on way to express affection and appreciation. It’s an invitation to step away from screens, embrace the joy of togetherness, and create a LEGO bouquet that never wilts—because real connections, like the LEGO Botanical creations, are built to last.
Kicking off its tour ahead of Valentine’s Day, the Le Florist experience stops in cities like New York, London, Toronto, Paris, Hamburg, and Milan — offering a chance to unplug, get creative with LEGO Botanicals, and let real connections bloom. Head over to LEGO.com/Botanicals-Truck-Tour to see where other local Le Florist activations will bloom near you!
Alexandra Zamfir, Marketing Lead on LEGO Botanicals said: “What is special about the LEGO Botanicals collection is that it is not only the perfect gift to surprise and delight your loved ones, but it’s also an opportunity for you to build and spend meaningful quality time together. Valentine’s Day is a moment to celebrate those important relationships in your life, especially when we’re feeling more disconnected than ever. We hope that people will join us aboard the Le Florist truck to come together and build long-lasting memories.”
The Le Florist Flower Truck will be in the following cities on the following dates:
US
- Friday, January 31 – Sunday, February 2: Madison Square Park, New York, NY – 9am – 5pm EST,
- Friday, January 31 – Sunday, February 2: 5th and Broadway, Nashville, TN – 10am – 6pm CST
- Friday, January 31 – Sunday, February 2: Piedmont Park, Atlanta, GA – 9am – 5pm EST
UK
- February 7th – 8th: London, Covent Garden open from 12:30pm – 7pm on Saturday 7th, and 11am – 7pm on Sunday 8th
France
- February 13th – 14th: Paris, Gare de l’Est open from 11am – 7pm both days
Can’t make it to the truck? Unleash Your LEGO Botanicals Creativity with Jeff Leatham! From the 4th of February, the LEGO Group will be hosting a free online workshop to unleash your LEGO Botanicals creativity led by celebrity florist and artistic director Jeff Leatham. This unique experience invites flower enthusiasts and LEGO fans alike to explore the vibrant and limitless possibilities of floral design through the innovative LEGO Botanicals collection.
Jeff Leatham is known for his bold use of color and innovative designs and has been a leading figure in floral artistry since 1994. He was honored with the Chevalier de l’Ordre des Arts et des Lettres in 2014 for his contributions to French culture. Leatham’s work is characterized by clean lines, strong colors, and a unique approach to floral arrangements, making him a sought-after talent for global events, weddings, and brand collaborations. His designs have been featured in prestigious venues and events worldwide, including the New York Botanical Garden’s Orchid Show.
He has published several books, including The Art of the Flower, and launched a fragrance line and floral delivery service. Leatham’s influence extends to collaborations with luxury brands and iconic installations, such as those at the Chateau De Versailles and MoMA. With a distinctive style that blends contemporary art with floral design, Jeff Leatham continues to shape the industry and inspire with his creative vision.
Watch and build along with Jeff as he guides you in crafting three stunning LEGO Botanicals arrangements – a handheld bouquet, a botanical centerpiece, and a ‘showstopper’ floral arrangement. Whether you’re a seasoned LEGO enthusiast or new to the hobby, Jeff is sure to spark your imagination and inspire your next building project. The workshop is open to everyone via the LEGO Botanicals section of the Online LEGO Shop.
In addition, select LEGO stores across AMS and EMEA will be hosting a Valentine’s Day-theme Make & Take between the 7th and the 13th of February. See the timings below and find out more at LEGO.com/Stores.
US, Canada:
Sunday 9 February 12:00 – 14:00
UK, Ireland, Denmark, The Netherlands, Sweden:
Saturday 8 February 10:00 – 12:00
Sunday 9 February 12:00 – 14:00
France:
Lyon, Lille, Clermont-F, So Ouest:
Friday 7 February 16:00 – 18:00
Saturday 8 February 11:00 – 13:00
Bordeaux, Forum de Halles, Nice:
Saturday 8 February 11:00 – 13:00
Sunday 9 February 11:00 – 13:00
Germany:
Wednesday 12 February 15:00 – 17:00
Thursday 13 February 15:00 – 17:00
If you’re close to any of the live events, check it out, and report back how you liked it! And for those who can’t attend, the online workshop sounds interesting too! Are you planning to participate? Feel free to share in the comment section below! And you might also like to check out the LEGO Botanicals section of the Online LEGO Shop.
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This sounds interesting. Do you have a picture of the truck?
I added a couple of images of the truck. They are just renders, but that’s all LEGO could share at this time.
“Le Florist.” As a language geek, it bothers me that the article is in French, while the noun is in English. Mixing languages with no obvious rhyme or reason behind it.
Haha! Good catch! But yeah, that’s what they are calling it. 😀