Rough Trade in Soho has turned into an immersive Olivia Rodrigo LEGO experience
To mark the arrival of the Olivia Rodrigo/LEGO collaboration, the Denmark Street branch of Rough Trade has been turned into an immersive pop‑up built around the popstar's universe.
For one day only today (5 August), the ground floor of the Soho shop has been reimagined and inspired by Rodrigo's new LEGO collection with interactive photo moments, giveaways and easter eggs.
The LEGO Editions Olivia Rodrigo collection, includes five collectable sets which are all on display including a brick-built tribute to Rodrigo's musical journey, packed with hidden references from across all three of her albums; the first-ever personalised Botanicals set, featuring symbolic flowers, a striking purple guitar bloom and nods to her Filipino heritage; and a 'dual guitar' celebrating the two sides of Rodrigo's artistry with a split acoustic and electric guitar design that opens to reveal backstage scenes and hidden compartments.
Throughout the day, fans can get hands-on with the experience by building their own custom LEGO minifigure to take home.
The experience extends beyond the store into the 'Livie Line' – a trail through Soho and Covent Garden leading fans to the pop-up – plus the 'Off the Record' phone booth, where visitors can step inside and record their own confessional.
The LEGO Editions Olivia Rodrigo collection is in stores now.
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