A LEGO® Digital Web App in your browser with Google Chrome

Forget the plastic bins of bricks. Build with Chrome is a digital builder that allows you to build with LEGO bricks anywhere in the world right in your browser on your computer, phone and tablet. After two years and over a quarter million published builds in Australia and New Zealand, we’re excited to introduce an all new Build with Chrome that has remarkably transformed from a campaign into a full fledge Google owned product.

The Google mnemonic alá LEGO. 

On a Google map, users could conquer a piece land to build on. After the first launch with Australia, the rest of the globe was added. 1 million published builds on the global version and 25million+ unique visitors has been the result.

Making of "Build with Chrome"

LEGO Digital Designer became a close reference ofcourse but we wanted to make something easier and more playful to use, therefor I thought a clean open feeling would match that idea with the brick as our hero. 3D artist was Mathias Lindgren and designer for the project was later on Jonas Eriksson. Klas Kroon, our programmer explains the making; 

"Having recently worked with particles, my mindset was set to that.. So my initial idea was to treat the LEGO bricks as particles or several particles makes up a brick, etc.. The idea is to use a sprite/particle of the smallest brick and so on. 1 vertex = 1 sprite. So this is not “real” 3d, but more isometric/ortographic, no perspective.”

The Story Continues

The builder has transformed after the first launch in Australia (the one I was involved in) and is nowdays a global experience where our teams in North Kingdom has moved the project forward. Below are some screens from the trailer we created 2015. 

The Google I/O Installation

For Google I/O 2014 we made an installation where the challange was to move a private, digital experience to a public space for everyone to witness, interact, and collaborate with. The solution for the installation was to add two extra game modes.

My job was in addition to the digital part, but also concepting various visual concepts for the physical installation as seen here below.