Quando il brand destina la città: Billund e LEGO

The contribution aims to explore the link between brand and city, starting from the case of Billund, which is not an example of a city becoming a brand (a common occurrence by now), but, conversely, of a brand becoming a city. This small town in southern Denmark has in fact been the headquarters, for about a century, of LEGO, the well-known bricks company that has settled in the district, thus permeating its streets and neighbourhoods, cultural heritage and toponymy, visitor flows and the composition of its citizens.