Creative Strategy, Brand & Experience
Creative Strategy, Brand & Experience
‘Festival of Play’
Business Challenge
LEGO World had decreasing visitor numbers over year and wasn’t able to satisfy the desires and needs of a new generation of LEGO enthusiasts.
My Role
Leading and guiding the project form a strategic point of view in order to help the brand to redefine LEGO World's Purpose, Proposition, and Visitor Experience to meet modern consumer needs and ensure long-term success.
Summary
The project was an exciting collaboration between LEGO, design agency Dalziel & Pow and myself. Together, we set out to define and create a visionary concept for a new festival, aimed at inspiring and empowering the 'builders of tomorrow' to reimagine their world. The event would offer immersive, shared, and connected LEGO zones, celebrating diverse forms of self-expression and creativity with purposeful play at its core. In my role, I spearheaded the vision and strategic direction phase of the project, shaping the ideas and intricacies of the festival's various zones.
The project resulted in multiple successful events during 2023/2024 across the Nordics (Stockholm & Copenhagen) and the plan to expand to other countries over the next years. It became a next-generation experience celebrating diverse forms of self-expression, creativity, and play.