- Giant LEGO installations pop up across eight iconic Dubai locations.
- Free public play spaces include swings, seesaws, cranes and beach builds.
- Never Stop Playing invites families and locals to rediscover everyday creativity.
- Interactive builds appear at d3, Dubai Frame, beaches and community parks.
This September, Dubai will sparkle with oversized bricks as the LEGO Group stages Never Stop Playing across the city. From the Dubai Frame to d3, giant swings, seesaws and beach builds invite families to pause, play and reconnect. Running 12 to 30 September, the city-wide installations turn public spaces into moments of surprise and shared creativity.
Play is getting a public moment in Dubai, reflecting a growing appetite for creative, family-friendly experiences that fit modern city life. The Never Stop Playing initiative, presented with Dubai Municipality and d3, places large-scale interactive LEGO builds in community hubs to prompt spontaneous joy. Ula Bieganska, Marketing Director at the LEGO Group, says the campaign is meant to inspire Dubai’s community to embrace play, noting that play is a source of creativity, confidence and connection across generations.
Highlights across the city include:
- Dubai Design District (d3): Giant LEGO seesaws, hopscotch and a giant claw crane
- Dubai Frame: A signature giant LEGO swing for panoramic photo moments
- Al Barsha Pond Park: Oversized LEGO pigeon and turtle installations for playful discovery
- Blossoms Park, Nad Al Sheba: Oversized LEGO heart and hummingbird to spark delight
- Al Khawaneej Pond Park: A larger-than-life LEGO cactus for family shots
- Jumeirah Beach 3: LEGO skateboard installation near the shoreline
- Jumeirah Beach 2: LEGO beach build and lifeguard tower for sandy play
- Umm Suqeim Beach: Giant LEGO bucket and spade for seaside building fun
These installations are designed to be tactile and approachable, with spots that invite simple activities like swinging, balancing or building small scenes on the sand. The scale and placement across diverse neighbourhoods make the experience easy to include in a weekend plan or a weekday stroll. The project follows global LEGO research showing many children feel pressured to grow up too quickly, with nearly half saying they stopped playing certain games because they were told it was childish. Never Stop Playing responds to that trend by encouraging everyone to make room for playful moments.
Plan your visit from 12 to 30 September and explore installations across Dubai. Check LEGO Group UAE and partner channels for site details and timings. Bring family, take photos, and share playful moments with the hashtag #NeverStopPlaying to join the city-wide conversation.
For more information visit: www.LEGO.com.
