To mark the centenary of Antoni Gaudí’s death, the LEGO Group has unveiled the largest building set it has ever made: a 12,060-piece model of Barcelona’s Sagrada Família (set 21065). The build follows the basilica’s real construction sequence — from the Apse and Crypt through the Nativity and Passion façades to the six towers — and uses a stained-glass effect to echo how light moves through the real church. It costs around €749 and ships worldwide from 1 November 2026.
What is interesting is the scale of patience being sold. As entertainment splinters into ever-shorter clips, the toy industry’s headline product is a weeks-long act of slow, sequential making — a cathedral rebuilt brick by brick at the kitchen table.
So…:
Where could you sell slowness as the premium experience, not the friction?
Source: lego.com
Picture: LEGO (press)