Mike Rafn Ganderton joined the Advisory Board for the first Brand Experience Centre Conference during 2024, and hosted the  “Connecting Minds” interactive session at the 2025 conference in Brussels .  Mike is educated as an Industrial Designer, and during his early career practiced as a product designer for UK consumer goods manufacturers.  Mike moved to Denmark in 2001 to join the LEGO Group. For the first 11 years he worked in design management & design leadership roles in new product development teams.  In these roles, Mike developed a deep understanding of the LEGO Group’s creative processes, products, play philosophy & brand expression.  In 2012 Mike switched career track, taking this LEGO product development experience into a small brand house development team, shaping a concept that was ultimately to become the LEGO House.  In the period from 2013 until opening in 2017 the team toiled to conceptualise, test, develop and implement the unique physical & digital play experiences inside the LEGO House. Once in full operation, Mike joined the LEGO House Leadership team and led a small internal design team responsible for developing both temporary events and activities, and for the creation of completely new LEGO House experiences for families with children and for adult LEGOx fans. Mike will finish his LEGO House tenure during 2025 and will continue to offer his deep insights and experience to the Advisory Board for the 2026 Brand Experience Centre Conference.