Event TV: Launch of Land Rover Discovery

Land Rover built a replica of Tower Bridge out of 5.8m Lego bricks to mark the launch of its 2017 Land Rover Discovery, which took place this week (28 September).

The automotive brand set a new Guinness World Record for the largest-ever Lego structure. The 13-metre high replica of Tower Bridge was made with just under six million Lego bricks and took five months to complete. It broke the previous Guinness World Record by 470,646 pieces. Laid end to end, the bricks would stretch for almost 200 miles, or from Tower Bridge in London to Paris.

Agency Imagination delivered the event. The scale model of Tower Bridge supported two Land Rover Discoveries driving across and, once the fully articulated bascules were lifted, a Land Rover Discovery drove underneath puling a Lego replica of the Land Rover BAR team racing boat. The 12-car reveal included seven heritage vehicles and five new Discoveries. 

Long-term Land Rover Discovery owners Bear Grylls, Sir Ben Ainslie and Zara Phillips attended the dynamic live reveal of the model, which took place at Packington Hall in Warwickshire, close to Land Rover's Solihull factory. 

Ross Wheeler, head of automotive at Imagination, said: "We needed to create a spectacular and exciting event to launch the new Land Rover Discovery to the world," he said. "On the eve of the Paris Motor Show, Land Rover wanted to return to its heartland in Warwickshire to stage the biggest, most adventurous reveal event yet. We wanted to help them achieve the seemingly impossible and make an impact that would resonate around the world."

Lego's Bricks in the Sky returned to the ArcelorMittal Orbit this year

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