What happens when you hand a motorsport brand thousands of coloured bricks and two hours to build something together? We found out during a Lego Building event hosted by Peroni at their production facility in Rome. Seventy people, four teams, one shared mission: design and build a city around a racing circuit, brick by brick.
The Challenge: Building the Peroni City
The brief was both precise and brand-driven: Peroni had recently entered the world of motorsport racing, and that identity needed to come to life in the construction. Teams took the names of the group’s brands — Raffo, Peroncino, Asahi, Kozel — and each was tasked with designing its own district. Buildings featuring brand logos, streets, architectural details, sculptures, and even letters assembled piece by piece: every group translated its brand identity into bricks with creativity and care.
The real highlight, however, came at the end: when the four districts joined together to form a single, unified city. A table stretching the length of a boardroom, covered in roads, miniature racing cars, and structures that told four distinct stories — yet formed one seamless whole. That moment of connection is exactly what Lego Building delivers better than any slide deck or theoretical workshop ever could.
How the Lego Building Format Works
Lego Building is one of the most versatile activities in our catalogue of 130+ original formats. It can be run as a competitive challenge — with teams judged against specific criteria — or as a fully collaborative experience, where the goal is a single shared masterpiece, as was the case with Peroni. In both modes, the activity develops transferable skills that are hard to train in a traditional classroom setting: planning, role allocation, time management, communication under pressure, and — above all — the ability to integrate one’s own work with that of others.
Lego bricks naturally dissolve hierarchical barriers. Job titles and departments become irrelevant when you’re facing a design challenge that requires everyone’s input. This is what makes the format suitable for a wide range of audiences — from engineering and technical teams to creative departments, from new hires to senior management.
Why It Works as Team Building
The effectiveness of Lego Building as a team building tool lies in its ability to make the invisible visible: group dynamics. As soon as a team has to decide who designs, who builds, and who checks quality, each participant’s natural role emerges organically. TeamBuilding.it’s facilitator leads a structured debriefing at the end, turning the playful experience into a genuine moment of reflection on how the group actually works together.
And the physical result stays. It’s not a score on a screen or a digital certificate — it’s something you can photograph, touch, and bring back to the office. For Peroni, the brick-built city became a tangible symbol of collaboration between different brands that share the same roof every single day.
How to Organise a Corporate Lego Building Event
Organising a Lego Building event with TeamBuilding.it means partnering with a team that brings 22 years of experience in designing bespoke corporate events. We handle everything: logistics (thousands of sorted and organised bricks), event facilitation, and the final debriefing. We operate across Italy with bases in Rome and Milan, and we tailor every format to the client’s specific needs — group size, objectives, duration, and venue.
Lego Building fits a wide variety of corporate contexts: company conventions, onboarding days, department meetings, and incentive events. If you’re looking for an activity that blends genuine fun, creativity, and a real teamwork message, this is it.
Frequently Asked Questions
How many people can take part in a Lego Building event? The format is fully scalable and can be adapted to groups of all sizes, from small teams to large gatherings like Peroni’s 70-person event. The number of tables and brick sets is calibrated to match the group.
How long does a corporate Lego Building activity last? Typically between 2 and 3 hours, including the final debriefing. At the Peroni event, teams designed and built an entire miniature city in just two hours.
Is Lego Building suitable for teams with very different professional profiles? Absolutely. That’s one of the format’s greatest strengths: bricks level out differences in role and expertise, engaging engineers, creatives, sales professionals, and managers equally.
Can the construction theme be customised? Yes. As with Peroni — where the theme was a city built around a racing circuit — the format is designed around each client’s identity and goals. Logos, brand colours, narrative briefs: everything can be integrated.
Ready to bring Lego Building to your company? Get in touch and we’ll design the perfect activity for your team.
To protect participants’ privacy, the images were recreated with AI based on real events.
