Lego World is a building site like no other. Thousands of children of all ages are invited to play, test and experiment with millions of Lego bricks. The sky is the limit and imaginations are encouraged to run wild.

This year, we are thrilled to announce that YDreams will also be there thanks to Intel’s interest in piloting our interactive Virtual Aquarium at its Lego World booth!

Intel, whose technology is used in Lego Digital Signage as well as other Lego products, has showcased its technology in past editions of Lego World. This year Intel invited YDreams to adapt and bring a Lego World version of its Virtual Aquarium (first developed and deployed for shopping centers Forum Sintra (Portugal) and Marmara Forum (Turkey) in 2011) to exhibit at the Intel booth at this year’s event.

The Lego-adapted Virtual Aquarium at the Intel booth will enable Lego executives to test the concept by demonstrating to guests how innovative technologies may be used to promote the classic Lego building brick and simultaneously offer Lego fans new creative and memorable digital experiences.

The experience, will offer guests to Lego World 2012 the chance to create and thoroughly customize virtual pet fish based on Lego building bricks. A touch console, located alongside the virtual aquarium, comprised of nine 46” monitors, will invite guests to create their new friend from scratch – they decide on the shape and color of the Lego brick that will determine the fish’s body and fins, as well as the color of its eyes and stripes. The variables available will enable guests to create a multitude of distinct fish, so the risk that any two fish will be identical is minimal! Once guests finish creating their Lego fish, they release it into the Virtual Aquarium, sit back and watch as their new friend explores its new environment.

Lego World 2012 opens February 16th and runs till February 19th at Bella Center, Scandinavia’s largest exhibition and conference center, located in Copenhagen, Denmark.