Land Rover has debuts its new Discovery SUV by breaking a Guinness World Record for the largest LEGO structure ever built.
The new Land Rover Discovery was unveiled on top of a 13-metre high LEGO version of London’s Tower Bridge.
The reveal set was made from 5,805,846 individual LEGO bricks, breaking the previous Guinness World Record by 470,646 pieces. Laid end to end, the bricks would stretch for almost 200 miles.
“We are thrilled that Jaguar Land Rover has used LEGO bricks to add some Guinness World Record-breaking creativity to the launch of the latest Discovery," said Emma Owen, LEGO UK and Ireland’s PR and promotions manager.
"This is an epic, outstanding build that absolutely captures the imagination in a way we haven’t seen before. With LEGO bricks and some imagination you really can build anything."
Led by the UK’s only LEGO Certified Professional, Duncan Titmarsh, the project took five months for LEGO Master Builders in the UK to construct the Tower Bridge structure. It was erected in the grounds of Packington Hall, Warwickshire, close to Land Rover’s Solihull plant, where New Discovery will be produced.