LEGO® IMAGINATION FACTORY.
Creative Direction, Event Branding & Design.
LEGO UK was looking to build a strong & extraordinary consumer brand experience with 'creative-free-build' at its heart.
Our focus was to bring the LEGO Masterbrand to life by exciting and engaging the imaginations of LEGO builders of all ages through an immersive brand-in-hand experience. We created a place where imaginations could run free and celebrate the unlimited possibilities of the LEGO brick.
Design Friendship worked in conjunction with PrettyGreen's events team from initial creative pitch through to the experience launch. Our role covered creative direction / brand & event strategy / consumer journey / character scripts / art direction and design. We also had the opportunity to collaborate with key members of the LEGO UK marketing & creative teams, whose input and advice was invaluable when it came to getting under the skin of the LEGO brand.
We started by talking around the idea of 'Igniting the Imagination', not only when the brand is in hand, but throughout the whole visitor experience.
‘The Power Of The Brick’ is a key part of the LEGO Masterbrand, we created an immersive consumer brand experience that would explore where this power comes from and how LEGO put it into each humble little brick.
Initial creative sketches & 3D development.
Amazing LEGO facts wall.
To enter the LEGO Imagination Factory, all visitors had to complete their Very Important Builders (V.I.B's) training.
The Imagination Drive was the beating heart of the experience. Surrounded by hundreds of thousands of LEGO bricks and inspirational builds, the visiting V.I.B's job is to free the power of the brick by building something awesome and help recharge the LEGO Imagination Factory.
Once our V.I.B's had completed their awesome builds they were invited to proudly display it on the factories 'Wall of Fame'.
The LEGO Graffiti Wall.
The LEGO Imagination Factory was a huge hit with over 33,000 Very Important (& Happy) Builders through it's doors, and won a multitude of industry awards in the year that followed, including 'Campaigns' – Best Brand Experience (B2C) & IPM Awards – Best Consumer Experience Activity.
LEGO® IMAGINATION FACTORY
In-store Retail Version.
12 months on LEGO briefed us to build upon the Imagination Factories success by creating a smaller, modular experience that could be easily installed into retail partner environments where floor space is limited.
The LEGO Imagination Factory concept and purpose remained the same, but a smaller more adaptable build would allow the brand experience to reach a wider consumer audience.
Creative concept scamps.
LEGO Imagination Factory at Sainsbury's: 'Hatch Your Next Big Creation' Easter campaign.
LEGO Imagination Factory at Smyths.
“Having the opportunity to work with a brand that played such a huge role in our childhood was a dream come true. In fact we still love LEGO to this day, so it could be said that we'd been building towards this creative brief from the moment we played with our first ever LEGO set.”
Chris Hilton Creative Director.
