The Land Rover Discovery 5 was revealed to the press in typically media-savvy style by breaking a Guinness World Record for the largest LEGO structure ever built, and doing so with the endorsement of brand ambassadors, Bear Grylls, Sir Ben Ainslie and Zara Phillips.
The LEGO unveil was impressive, as the rendering of Tower Bridge was made from 5,805,846 individual bricks, breaking the previous Guinness World Record by 470,646 pieces. Laid end to end, the bricks would stretch for almost 200 miles, or from Tower Bridge in London to Paris.
Led by the UK’s only LEGO Certified Professional, Duncan Titmarsh, it took five months for expert LEGO Master Builders in the UK to construct the Tower Bridge structure. It was erected in the grounds of Packington Hall, Warwickshire, UK – close to Land Rover’s Solihull plant, where the Discovery 5 will be produced.
As part of the reveal sequence, Bear Grylls appeared in typically exciting fashion by abseiling from the top of the huge Tower Bridge installation, through the open drawbridge and onto the stage beside the new Discovery. In addition, the Land Rover BAR Team Principal, Sir Ben Ainslie, drove his sailing team through 900mm-deep water under the bridge – demonstrating its versatility.
Sir Ben towed a LEGO replica of the Land Rover BAR boat, a 186,500-brick model of the boat that will challenge for next year’s America’s Cup. The model of Tower Bridge was flanked by two LEGO ‘Discovery Zones’ celebrating 27 years of Land Rover Discovery heritage. An Equestrian Zone, hosted by rider Zara Phillips, featured a typically British picnic scene made entirely from LEGO bricks. The Bear Grylls Adventure Zone included a LEGO fire and boulders to represent a scene from a typical mountain exploration.
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