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Land Rover launch breaks world record

For the launch of the Land Rover Discovery 5 Setsquare Staging, Star Events and Bright Bricks joined forces to build a scale model of Tower Bridge out of almost six million Lego pieces.

Twelve months in the making, the launch saw a record-breaking 5,805, 846 Lego bricks used to lift and support two Land Rovers. Olympic sailor Ben Ainslie drove underneath the bridge while it was raised, pulling a Lego replica of the Land Rover BAR racing boat.

The event was delivered by creative agency Imagine and designed to emphasis the family-friendly and adventurous nature of the new vehicle. Bear Grylls also descended from a helicopter to place the final brick on the structure.

John O’Gorman, director of Setsquare Staging, commented: “Our relationship with Imagination has been getting stronger over the years and having worked closely with Star Events on numerous projects, we were delighted to bring them on-board. Appointed to produce London’s Tower Bridge structure, the automated sailing boat and the sculpted scenic landscapes, we enjoyed every bit of the event.”

Gavin Scott, Star Events’ project manager, added: “It was great collaborating with Setsquare again to bring this amazing project to fruition. We provided all of the sub-structure, which supported the cars and Setsquare’s super-structure, as well as the custom bridge hydraulics.

“Under that, we built the River Thames complete with 0.8m water depth and support for Ben Ainslie’s wading Discovery. The execution was seamless. A real credit to Imagination and to all involved.”