.ART

This article can also be found in the second edition of our .ART Odyssey Publication: Success. You can find the physical copy, featuring more industry insights like this, on Amazon.

Dmitry Shklover, CEO & Founder of bricks.art, has turned his lifelong passion for LEGO into a groundbreaking art project set to make waves on the global stage. With over 35 years of experience as a LEGO enthusiast and collector, he has transformed his hobby into a pioneering venture that merges the world of high-end art with the iconic building blocks. As bricks.art prepares for its global expansion, starting with Dubai as its launchpad, the project is not only redefining how we perceive modern art but is also seeking like-minded investors to help bring this unique vision to life. In this interview, Dmitry shares insights into the evolution and the challenges of scaling his project, and the ambitious plans for the future of this innovative art form. 

What inspired the creation of bricks.art, and how did your background with LEGO influence this venture? 

I’ve been passionate about LEGO for over 35 years, starting from childhood. My hobby grew into serious collecting, focusing on assembling and preserving complete LEGO sets. This kind of collecting requires substantial space, which eventually led me to run out of room at home. That challenge sparked the idea of creating a museum where I could display my collection in an aesthetically pleasing way, with proper lighting and organization by series. The primary motivation behind the museum was the desire to share my collection with others. Creating a museum not only solved the storage issue but also allowed the hobby to become self-sustaining. Ultimately, bricks.art evolved into a more mature and globally oriented venture. 

bricks.art plans to expand globally to major cities like New York, Miami, and Tokyo. What is your strategy for scaling the business to these new markets? And why is Dubai your choice as a “base” for the project? 

Dubai is one of the fastest-growing megacities, a global hub for logistics, finance, tourism, and more. The city’s vibrant energy and its role as a crossroads for international business make it an ideal launchpad for our global expansion. We plan to open one new location each year in major cities like New York, Miami, Paris, London, Tokyo, Shanghai, and Singapore. Our strategy is ambitious, aiming to position bricks.art as a leader in this unique niche of high-end, LEGO-based contemporary art. 

Could you share some insights into the most popular exhibits or sets that visitors are particularly drawn to at bricks.art? 

LEGO appeals to a broad spectrum of audiences, from children to adults, men and women alike. Each visitor finds something that resonates with them, whether it’s familiar characters from TV shows for kids or nostalgic sets from one’s childhood. We also cater to experienced collectors who appreciate custom, unique creations that are only on display at bricks.art. Our exhibits are designed to ensure that every visitor finds something that speaks to them. 

How will you ensure that bricks.art remains an innovative and engaging experience for repeat visitors? 

We have an extensive marketing plan to keep our exhibits fresh and exciting. This includes regularly updating our museum collection, collaborating with renowned LEGO artists, hosting exclusive events like charity auctions, and even aiming for Guinness World Records. Our goal is to stay at the forefront of the global LEGO community, continually offering something new and intriguing for our guests. 

Looking ahead, what are your long-term goals for bricks.art, and how do you envision the brand evolving in the next five to ten years? 

Today, people express their individuality and creativity through many forms, beyond traditional art like painting or music. We see the construction of intricate models from LEGO as a new branch of contemporary art. This art form, which involves using a plastic construction toy to create almost anything imaginable, is a unique way for people to channel their creativity. 

The high-end toy market is still a largely untapped niche in the world of modern art. I envision bricks.art becoming the leading brand associated with this form of artistic expression. In the next 5-10 years, I see bricks.art not only as a network of galleries in major cities around the world but also as the global hub for what I call “toy-based modern art.” 

We plan to occupy this niche by creating a space where people can appreciate and engage with high-end, LEGO-based art. Our strategy includes opening a new gallery every year in key global cities, with each location offering a unique experience. Over time, I want bricks.art to be synonymous with this innovative form of art, so that when people think of modern art expressed through toys, they think of bricks.art. 

Beyond expanding our physical presence, we aim to inspire a new wave of artists and collectors who view LEGO not just as a toy, but as a medium for artistic expression. We will continue to innovate, collaborate with top LEGO artists, and host groundbreaking exhibitions. By doing so, we hope to influence how the world views both contemporary art and the role of toys within it. 

How did you end up with a .ART domain? 

When we started planning our a global project, we needed a domain that wasn’t tied to a specific country or region, like .com or a local domain. We wanted something that would represent the universal nature of our project and also reflect its essence. The .ART domain was a perfect fit, as it captures the core of what we do—artistic expression through LEGO.