Feature: A Journey to the Home of LEGO

For many LEGO® fans, Billund isn't just another place to visit. It's the birthplace of the brick, home to LEGOLAND, LEGO House and the global headquarters of the LEGO Group. For AFOLs, it's the ultimate pilgrimage.

Earlier this year, several Well-LUG members made that pilgrimage, travelling from New Zealand to Billund, Denmark as part of a group tour for AFOLs. Among them were Tony and Rachael, and Marianne and John from the Wairarapa, along with Alex from Hawke's Bay. Together with LEGO fans from around the world, they spent time exploring the home of LEGO, discovering the history behind the brand, and experiencing a place many fans only ever dream of visiting.

For Tony, making the trip had been on the wish list for years - "I'd always dreamed of visiting Billund. As a LEGO fan, it's the place where it all began, so it felt like a bit of a pilgrimage. When the chance came up to experience LEGO House, LEGOLAND and everything else Billund has to offer, I knew I'd regret it if I didn't go."

Alex's journey began with a different conversation. "I asked my husband if we'd ever go to Billund together. The answer was definitely no," she laughed. "So I booked myself on the tour with his blessing. I couldn't pass up the opportunity to visit LEGO House, the factory, LEGOLAND and the museum, and catch up with Mel, a LEGO designer I'd met in Japan."

For Marianne and John, one of the biggest attractions was travelling with a group of people who shared the same passion. "Safety in numbers," Marianne said simply.

More than just LEGOLAND

Most people know Billund because of LEGOLAND, but the group quickly discovered the town itself is every bit as memorable.

Marianne was blown away by the sheer scale of the LEGO factory and loved seeing the LEGO Company buildings. "The town had little reminders everywhere that this is LEGO's home. Sculptures, LEGO-themed hotels and little touches throughout the streets."

Tony found exactly the same thing. "I expected the attractions to be impressive, but I didn't expect the whole town to feel so connected to the LEGO story. Everywhere I looked there was something that reminded me of LEGO's history and the creativity it inspires."

Alex was surprised by just how quiet Billund was, but also by how play had been woven into the town itself. "The walkways were designed for stopping and playing. One had giant DUPLO ducks that everyone stopped to photograph, while others featured sculptures and artworks, including pieces gifted by the LEGO family."

Walking around Billund, it's impossible to forget you're in the home of LEGO. Every corner seems to celebrate the company's history and the creativity it continues to inspire.

The best part? The people.

While the attractions were incredible, every traveller came home talking about something else... the people.

For Tony, meeting LEGO fans from around the world was the highlight of the trip. "Everyone came from different backgrounds, but we all spoke the same language when it came to LEGO. I had so many great conversations, picked up new ideas, and made friendships that I know will last well beyond the trip."

Alex agreed wholeheartedly. "Making friends with more LEGO people was the highlight. If it wasn't for the group of people, it wouldn't have been such fun."

One moment has stayed with Tony more than any other. "Standing in a room full of people from all over the world, all chatting excitedly about LEGO builds, techniques and favourite sets. It didn't matter where anyone came from. We all shared the same passion. I remember thinking, 'Only in Billund could this feel completely normal."

Marianne also appreciated travelling with fellow AFOLs, reinforcing something many members already know. The LEGO community is every bit as welcoming as the hobby itself.

Inspiration to bring home

The trip wasn't just about seeing famous attractions. It was about returning home with fresh ideas and renewed enthusiasm.

Tony says the experience reminded him what LEGO is really about. "The trip reminded me that the best part of LEGO isn't just the bricks. It's the people. Seeing what other fans were creating and hearing their stories inspired me to get even more involved with Well-LUG, share more of my own builds, and contribute more to our local community."

Alex also came home full of inspiration. "I have so many ideas from the trip. Hopefully you'll start seeing some of them at the Hawke's Bay Brick Show."

For Marianne, the experience was about seeing the birthplace of LEGO for herself and appreciating the scale of the company behind a hobby enjoyed by millions around the world.

The group also agreed that while photos capture the incredible models, buildings and attractions, they can't capture the atmosphere. Tony described it as the feeling of being surrounded by people who share your passion.

Is Billund worth the trip?

When asked whether every LEGO fan should make the journey, there wasn't much hesitation. Tony believes every LEGO fan should visit Billund because it's where the LEGO story began.

Marianne's response was characteristically understated. "You can say you did it."

Alex perhaps summed up the experience best. "Absolutely amazing. You make friends for life and experience it with people who share the same passion."

Three words

We asked our travellers to describe Billund in just a few words.

Tony: Inspiring. Welcoming. Unforgettable.

Marianne: Interesting. Fitness required. Memorable.

For Alex, however, it all came back to one simple feeling...

"I honestly became a kid again!"

For all of them, the journey to Billund was far more than another overseas holiday. It was a chance to stand where the LEGO story began, experience the culture that surrounds one of the world's most loved brands, and connect with fellow AFOLs from across the globe.

Their stories are a reminder that while Well-LUG may be based here in New Zealand, we're part of something much bigger. Whether we're exhibiting at a Brick Show, catching up at a monthly meeting or making the pilgrimage to Billund, we're connected by the same thing: a shared love of LEGO, the friendships it creates, and the inspiration it brings home.

👉 Back to Well-LUGazette August 2026