Land Rover launch breaks Lego world record
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Delivered by creative agency Imagination, the event was designed around the seven seat Discovery's family and adventure priorities, action man Bear Grylls descending from a helicopter to place the final brick on the structure.
Twelve months in the planning, the Tower Bridge model had to lift and support two Land Rover Discoveries while Ben Ainslie, the most successful sailor in Olympic history, drove his team underneath, pulling a Lego replica of their Land Rover BAR racing boat.
John O'Gorman, director of Setsquare Staging, comments, "Our relationship with Imagination has been getting stronger over the years