LiveCo partners with celebrity chef to launch Lego cafe in Korea

Events and entertainment company Live Company Group will open its Lego Bricklive Kids Café next month in Seoul's Dongdaemun Design Plaza.

The AIM-traded company said the venue at the famous and neo-futuristic plaza will be developed in partnership with Korean food celebrity Hino and be home to “magnificent” Lego animals including a leopard, a lion cub, two macaws and the “fan-favourite” Feed the Frog game.

In addition, the café will feature Bricklive's top attractions, including a brick pit, an interactive graffiti wall and racetracks.

David Ciclitira, executive chairman of Live Company, said: “As Korea's presence on the global stage grows, we are excited to be working with Hino at launch to help amplify the Bricklive brand among new audiences and current fans. To be able to help the Bricklive brand grow with a permanent presence in the spectacular DDP is an opportunity we are looking forward to seeing develop.”

DDP is a major urban development designed by late British-Iraqi architect Zaha Hadid, winner of the 2004 Pritzker Prize, and is a cultural hub in the historical district of Dongdaemun, South Korea's largest fashion district and a popular tourist destination.

“Having signed the contract for the launch of 100 Kids' Cafés by 2022 across China, we are delighted to launch the first Bricklive Kids' Café in Korea, marking a new license strand for the Brick Live Group,” said Ciclitira.

As of 0905 BST, Live Co's shares were down 2.60% at 37.50p.