Chelsea's iconic Empire Diner had a cubic makeover over the holiday weekend to celebrate the relaunch of the Lego Friends line.
From Saturday, Feb. 18 through Sunday, Feb. 19, New Yorkers of all ages were treated to a life-size Lego experience at 210 10th Ave. The eatery was transformed into a blocky playground for visitors to both feast and play.
The Empire Diner had its exterior decorated with Lego flowers and gigantic figures from the new toy set. Guests were afforded the ability to make free reservations over the two-day period after which they could build playsets while waiting to be seated, enjoy shakes named after the new characters, take photographs with the new characters’ unique belongings, and were even gifted play sets.
“At the LEGO Group, we understand that children want the characters they encounter to be more like the diverse personalities they embody and the friends they meet in real life,” said Fenella Charity, creative lead for LEGO Friends. “We spoke with real kids; some even sent us letters about how they want to see themselves represented. To us, evolving our products is more than just checking a box on diversity but something deeply personal.
Those visiting the diner seemed taken with the characters, posing with them and even writing messages of inclusivity on a specially designed wall.
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