PICTURE a set of Lego that covers 50,000 square metres (540,000 square feet), costs over one billion Danish kroner ($150m), and has a mini-golf course on its roof. In reality the new global headquarters of the Lego Group will be of real bricks and concrete, but its boss, Jorgen Vig Knudstorp, describes it with childlike glee. It will rise up in Billund, in rural Denmark, he says, as “a great facility, not opulent, very playful, for children too.” “People house” will be a totem of the firm’s success.