Last year LEGO became the most profitable toy maker in the world. Now this notoriously secretive, privately-owned superbrand has opened its doors. We discover what makes it tick, meet some of its key people and reveal more about the company DNA than ever before. In The Secret World of Lego, we follow Justin, a 23 year old design student, as he travels to LEGO headquarters in Denmark in pursuit of one of the most hotly contested jobs in the world – a LEGO set designer. We meet Liverpudlian Matthew, who undertook the same process and has now risen to become a Vice President of Design. We follow Mark and Tom, two adult fans of LEGO, as they try two different money-making schemes they hope will transform their love of the brick into hard cash. And there’s Roar, the LEGO “reputation manager”, who guides us through this secret world - until we get a little too close for comfort.
Dunne and Raby investigate the real physical and cultural effects of the digital domain, demonstrating that mobile phones, computers and other electronic objects such as televisions profoundly influence people's experience of their environment. Their ideas have important implications for architecture and design. In this, their first major book, they introduce their extraordinary new way of thinking about objects, space and behaviour to a broad audience.