CLIENT: LEGO
BRIEF: LEGO Playbox is a new idea developed by the LEGO Group to create engagement with shoppers at the LEGO Stores and strengthen even more the LEGO brand image. It is a new in-store game, introduced to customers by the employees, that fosters adults and children playing together in a fun and innovative way.
What to do: design a unique and memorable experience for costumers at the LEGO Stores, that advertises LEGO Playbox and has the potential to be talked about, go viral and generate PR, and ultimately drive people to the stores again and again.
What to do: design a unique and memorable experience for costumers at the LEGO Stores, that advertises LEGO Playbox and has the potential to be talked about, go viral and generate PR, and ultimately drive people to the stores again and again.
INTERACTIVE MIRROR OF BRICKS
Thanks to the innovative interactive experience, adults and children will discover a new way to shape their imagination.
An interactive panel made of sliding bricks will be placed behind the LEGO Store shop window and a camera will be connected to the installation. As a result, the wall of bricks works as a three-dimensional mirror, mimicking the figure of anyone who steps in front of it. Children, parents and anyone willing to free their imagination can explore the creative potentialities of the installation, finding ever new ways to sculpt their ideas. It will be possible to freeze the creations, take pictures and share them with the Playbox hashtag. People will be invited to enter the store to continue shaping their imagination with the new LEGO Playbox.
DEVELOPING
The project needed a long maturing process. The first part was all made of brainstorming, debriefing, getting feedbacks, take a step forward, take a step back, wayfinding, idea attacking and brainstorming again. Once the big-idea came up, all the energy went into the user experience research and interaction design studies.
The pure developing was divided in two big paths: the 3D rendering, including videos made in the studio and in external places of actors simulating the presence of the interactive shop window, and the video production, including stop motions, storyboard, recording, art direction and more rendering.
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