Capital of Children
Results:
Developing and inspiring key stakeholders and investors with the vision, concepts, schedules and economic justification for a 10+ year development programme that will change the destiny of an entire town.
Assignment (on-going):
The small town of Billund in Denmark hosts an international airport, a water park, a LEGOLAND family park and the head office of the LEGO Company, but still faces challenges in order to prosper in the future.
MindFolio developed the unique vision and brand essence that saw Billund develop into the ‘Capital of Children’, an internationally acclaimed destination for learning, meeting and playing. This vision was taken up with enthusiasm by key investors and politicians.
Subsequently, MindFolio carried out a concept feasibility study covering ministerial, regional and local government stakeholders, numerous funds, investors and institutions, as well as conducting financial assessments for over a dozen newly ‘invented’ ventures.
Content:
Brand proposition / naming / design for the town and individual components. Concepts and analytics developed by MindFolio: 21st C University strategy, International School, Children’s Health & Healing Resort, Business Park, Outlet Centre, Flagship Retailing, Conference, Festival and Attraction programme. Town-wide place making, architectural briefs, transport, residential developments and masterplans developed in association with Aarstiderne Arkitekter, Herning and Gehl Architects, Copenhagen.
Location:
Billund, Denmark.
Project Duration:
2010 – 2022