LOS ANGELES’ LiCORiCE PIZZA RECORDS STORE TAKE OVER: OLiViA RODRiGO x LEGO GROUP

A trip to the record store just became a more interesting for all Olivia Rodrigo fans.

The LEGO Group and Olivia Rodrigo marked the launch of their new LEGO® Editions collection with a surprise one-day takeover of Los Angeles’ iconic Licorice Pizza Records. The intimate event brought together just 100 fans, many of whom had travelled from across the US, Canada and the UK, and they got an unexpected guest. Olivia herself.

The singer-songwriter sat down with fans for an intimate ‘moonside’ conversation, sharing stories about the collaboration while positioned on a 2.42m-tall recreation of the Concert Moon from her GUTS World Tour.

The build looked pretty impressive being made from 77,000 LEGO bricks, while the wider transformation of the store used more than 110,000 bricks.

We wanted to create something that felt different and something my fans could be part of.” — Olivia Rodrigo

The next part takes things out of the store and into the real world. Additionally, to launch the collaboration, 333 limited-edition brick-built LEGO vinyls have been hidden inside record stores across participating markets. There’s no map or obvious signs, just clues to follow!

Over the coming weeks, Olivia and LEGO will share hints across their social platforms, giving fans the chance to work out where the collectibles are hiding and hopefully get there before someone else does.

“The LEGO Editions x Olivia Rodrigo Vinyl Hunt takes that idea one step further, transforming the excitement of discovery into a real-world adventure.” — Julia Goldin, (Chief Product and Marketing Officer at the LEGO Group) 

The wider collection includes Olivia Rodrigo’s Vinyl, Concert Moon, Secret Storage, Dual Guitar and Flower Bouquet, each translating elements of her visual world into LEGO form.

This sounds like such a fun way to bring her music and collection to life. There’s something wholesome about including her fans and turning this LEGO collaboration into an actual treasure hunt, making it feel a lot more exciting than simply picking up a set. So, if you happen to be passing a record store and spot something that looks suspiciously LEGO-shaped… it might be worth taking a closer look.

Good Luck! 

Photography: Hunter Simmons / the LEGO Group

Written By: Nickeeba Archer