At first glance, Chen Amar’s home feels curated rather than decorated. Every LEGO model stands with intention, arranged like a private exhibition rather than a shelf of toys. Look closer, and a deeper logic appears. Precision, rhythm and quiet focus shape the space. This is LEGO as a way of thinking.
Over the past year, Chen, a 36-year-old electronics engineer, marketing and media school owner and long-time travel blogger, has become one of the most recognizable figures in Israel’s LEGO scene by blending engineering discipline with collecting passion. His home has effectively become a living museum, and his next house will include a fully custom-designed LEGO room built with tailored carpentry.
Chen’s relationship with LEGO began early, with Duplo sets and large bricks. But at age 15, everything stopped. When he entered the Israeli Air Force technical school, LEGO suddenly felt childish. In that environment, building bricks were labeled as something for kids or geeks. Chen shifted his focus to aeromodelling and left LEGO behind.
The return came unexpectedly. One month after the outbreak of the Iron Swords war, Chen found himself at an airport where he purchased a LEGO Taj Mahal set at a 50 percent discount. Building it reignited something dormant. Brick by brick, the passion returned. That single set marked the beginning of a full comeback.
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A large LEGO roller coaster towers over Chen Amar’s display shelves, featuring a custom LEGO logo sign and Technic Ferrari below
(Photo: Bar Gindy)
Today, Chen holds the status of a global LEGO Ambassador. This role grants him early access to new sets, direct updates from the company and private tours at LEGO headquarters in Denmark. For someone who once felt embarrassed by the hobby, the transformation is complete.
LEGO as therapy and daily practice
For Chen, LEGO is not nostalgia. It is therapy. Every night, usually late, he dedicates at least an hour and a half to building. Music plays in the background, often old Mizrahi or Greek songs. The building itself becomes meditation.
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Modular LEGO buildings, including a jazz club and museum, line the upper shelf in Chen Amar’s curated display, with Technic sports cars and custom 'LOVE' sculpture below
(Photo: Bar Gindy)
His engineering mindset plays a central role. Chen says he has never made a mistake in a build because he reads several steps ahead, visualizing structure and load before placing a single brick. Maintenance is equally meticulous. He uses small vacuum cleaners and specialized Dyson heads to prevent dust buildup, treating each model as a long-term installation rather than a finished toy.
Building is sometimes shared. Chen often builds with his nephew Mordechai, seeing LEGO as both an educational and emotional bridge between generations.
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LEGO models including Bowser from Super Mario, the Sorting Hat from Harry Potter and a detailed modular city hall on display in Chen Amar’s private collection
(Photo: Bar Gindy)
Chen’s rise on TikTok was unplanned. A short video of a LEGO Lamborghini reached 470,000 views within two days. Since then, his presence has grown rapidly. Despite the numbers, he sees his content as a form of education.
His goal is to pull children away from empty scrolling and back toward tactile, creative activity. That mission earned him an unexpected nickname: “the kindergarten teacher of TikTok.” While his audience includes many young viewers, Chen maintains strict boundaries and does not communicate privately with children without parental involvement.
Advice for beginners and concerned parents
Chen is clear about one thing. LEGO is for everyone, regardless of age or gender. His advice starts with choosing the right series. Some people are drawn to architectural builds and modular cities. Others prefer Technic cars. Chen personally feels less connected to Star Wars sets, which he jokingly describes as “gray blocks,” or to Ninjago.
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Bar Gindy, left, host of the People and Collectors podcast, with LEGO creator Chen Amar at Amar’s home, now transformed into a living LEGO museum
(Photo: Bar Gindy)
He strongly advises starting small. Many beginners make the mistake of buying massive, complex sets immediately, leading to frustration and abandonment. LEGO can also be an investment. Sets that leave production, such as large landmarks or complex builds like the Colosseum, often increase significantly in value over time.
Chen’s LEGO world functions like a symphony orchestra. Each brick is a musician. The instructions are the score. Only when engineering discipline meets emotional passion does plastic become living art.
- For more stories from Tom and other collectors, check out the People and Collectors podcast. The full interview is available with English subtitles and 50 other languages.