F1 & LEGO: Building an Iconic British GP Podium with Bricks

It presented a considerable challenge for LEGO to surpass its Miami Grand Prix pre-event showcase, which involved constructing functional replicas of all 10 Formula 1 vehicles and entrusting them to the world’s top drivers.

It constituted an unprecedented exhibition for F1, which is notable given the competitive spirits of the world’s foremost racers were sparked, resulting in a slow-paced competition characterized by LEGO fragments dispersed across the Miami Autodromo.

Nevertheless, while attention was primarily directed toward the remarkable accomplishment of engineering, a separate LEGO undertaking had been conceived and designated to designer Samuel Liltorp Johnson: the creation of the British Grand Prix podium trophies, an event commemorating the 75th anniversary of the inaugural F1 grand prix.

Instead of initiating the project with a completely fresh design, Liltorp Johnson engaged in discussions with F1 and Silverstone to replicate the established British Grand Prix trophies, notably encompassing the esteemed RAC cup awarded to the race victor.

The victor’s trophy, assembled from 2,717 LEGO components, possesses a weight exceeding 2kg, and the compilation of all four trophies – including those for 2nd place, 3rd place, and the triumphant constructor – demanded over 210 hours from a team consisting of seven builders.

“It’s likely the closest resemblance F1 possesses to an entity such as the FIFA World Cup [trophy]. Thus, being granted the opportunity to engage with it holds significant appeal,” Litorp Johnson conveyed to Autosport.

The Royal Automobile Club trophy and the Lego Race Winners trophy

Photo by: Andrew Ferraro / LAT Images via Getty Images

“Were I to inform my grandfather of my selection for this endeavor, he would likely perceive it as somewhat preposterous, considering our history of watching it on television, and it would be exceptionally gratifying to demonstrate it to him.

“I recall expressing to him my profound affinity for LEGO and my aspiration to become the individual responsible for crafting LEGO toys. Envision the prospect of undertaking that task for the victor of the Formula 1 Grand Prix. Engaging in such a dialogue with him would be exceptionally gratifying.

“I believe these instances hold particular significance and will serve as an inspiration to future generations, which, in my perspective as a LEGO designer, constitutes my primary objective: to motivate forthcoming generations to pursue their passions.”

For F1, the trophies signify an extension of its collaboration with LEGO, thereby enabling the series to embrace ingenuity through collaborative ventures with partners to cultivate unforgettable experiences for enthusiasts.

While attracting a novel generation of enthusiasts remains crucial, preserving the traditional aesthetics of the RAC Trophy was equally paramount for F1 chief commercial officer Emily Prazer.

“Everything LEGO has undertaken maintains profound authenticity to our sport; consequently, it does not resemble a scenario where a sponsor merely inserts themselves. Examining the LEGO brick boards introduced last week in Austria and their placement reveals a strategy of adopting conventional assets and imbuing them with exceptional inventiveness,” she articulated to Autosport.

Lego Race Winners Trophy

Photo by: Andrew Ferraro / LAT Images via Getty Images

“LEGO has broadened our horizons concerning the extent of creativity achievable, a feat unattainable with numerous other collaborators due to the tangible essence of the product, which has been exceedingly stimulating. From our vantage point, it aids in reaching the demographic we have persistently endeavored to engage.

“We secured this audience through Drive to Survive, yet initially lacked clarity on effective communication strategies or their specific desires. Collaborating with entities such as LEGO has furnished us with insight into devising content that resonates more universally with that audience. How do we impart strategic elements to the forthcoming generation of enthusiasts?

“The physical attributes of LEGO hold paramount significance in ensuring that enthusiasts can perceive and comprehend the experience. Concurrently, we are unequivocally committed to avoiding the alienation of longstanding supporters. The RAC trophy represents tradition, integral to the race, encompassing everything.”

Rather than potentially deterring its established fanbase, Prazer postulates that collaboration with LEGO affords a more substantial prospect of harmonizing veteran advocates with those newer to the championship.

“This undertaking exclusively pertains to a singular 75th-anniversary observance. Nonetheless, the meticulous attention lavished upon these trophies is astounding. It underscores LEGO’s dedication, as the RAC, Silverstone, and the BRDC harbor profound affection for them,” she appended.

“Thus, if the objective is to juxtapose tradition with the novel generation of Formula 1, one could scarcely conceive of a more diametrically opposed yet harmoniously synergistic amalgamation within this initiative.

“We could not have envisioned the profoundly advantageous impact of the drivers’ parade [in Miami]. Undeniably, this fosters assurance; however, I reiterate our resolve to eschew the creation of initiatives merely for their own sake.

Lego Williams car at the drivers parade

Photo by: James Sutton / Motorsport Images

“There must be inherent significance. They must exude an authentic aura. It must connect with the viewership and the sport.”

Julia Goldin, chief product and marketing officer at LEGO Group, communicates to Autosport that further activations of this nature will materialize in the future; however, their deployment will remain judicious and contingent upon their perceived organic suitability. She even seeks further recommendations for prospective concepts.

“We’ve had a remarkably supportive collaborator who facilitated our access to the opportunity and advocated, ‘Let’s unleash our collective ingenuity. What collaborative endeavors can we undertake? What resources can we harness?’,” she conveyed.

“I believe the outcome thus far has been a product of that ethos, and we exercise considerable discernment, refraining from indiscriminately pursuing every avenue, instead prioritizing ventures where we ascertain a capacity to impart significant value to enthusiasts and the collaborative endeavor.

“Our aspiration through this partnership, specifically, is to propagate the creativity and immense potential of the brick, elucidating it from a fresh perspective and executing it in a manner that demonstrably benefits enthusiasts and the partnership.

“We are genuinely overjoyed to have this prospect, to imprint the hallmark of the LEGO brick and its associated ingenuity upon this celebratory occasion, and to bolster F1 and Silverstone. I believe it represents an extraordinary opportunity, and the magnitude of effort dedicated to constructing these trophies underscores the seriousness with which it has been undertaken.”

Lego Race Winners Trophy

Photo by: Glenn Dunbar / LAT Images via Getty Images