Global
Region
Theme parks
Type
Design, Creative Production
Expertise
Rebuild The World
The LEGO® Group
We worked with The LEGO® Group to revive the Rebuild the World experiences across their parks globally. Using the existing attractions as a base, we updated the large-scale graphics on the activation buildings to reflect the new brand as well as create a flexible space that could be used for different campaign experiences. This ensured an ‘evergreen’ location for LEGO campaigns to live within the theme park environment.
"Katapult has done an exceptional job driving the project seamlessly from ideation through to execution, overcoming and responding to the many challenges."
The LEGO® Group
Activation across 8 LEGOLAND® Parks worldwide
Insights
With the help of the LEGO® Group, we immersed ourselves in the LEGO Rebuild The World brand campaign, taking time to fully understand the campaign’s goals, brand identity, key visuals, nomenclature and iconography. This allowed us to develop the initial concept of PLANET LEGOLAND and the general guest experience prior to developing the design further. The experience was to include build tables for guests to engage in the activation, inspirational LEGO models and an interior and exterior design that matched the aesthetic of the Rebuild the World campaign.
Design
Around the activation are a number of LEGO build tables where guests can create their own builds. Removable brick trays hold all the pieces guests need for their creation which they can select and use to build. We designed a range of modular tables that each matched a specific theme (ninjas, vehicles, animals and pets, dragons, knights & princesses and Duplo). The tables were made from GRP with a modular steel structure to allow them to be connected, then wrapped in a graphic to match the theme.
The 2m diameter Planet LEGOLAND globe is the focal point of the attraction and added impact and guest excitement. Visitors are able to build their own models and apply them directly to this geodesic sphere. We worked with The LEGO® Group to design a globe that was pre-populated with builds to draw inspiration and interest, as well as leave enough room for guests to add their creations. To provide further inspiration for guests, we also created a number of new models that act as the centerpiece for each build table. Together with The LEGO® Group, we created a Tortoise with a rocket pack and wheels, a pirate airship powered by a light bulb, a surfing ninja dragon and a princess castle that twins as a rocket ship!
We worked with each of the 8 LEGOLAND’s individually to provide the same branded experience as its sister parks. In order to achieve this, we liaised closely with each park’s events team to understand the space, height, access, facilities and other essential aspects to allow us to create a branded design and layout.
Creative Production
In order to bring our designs to life, we worked directly with teams at each of the 8 LEGOLAND Parks. Close collaboration with each site locally was absolutely essential to allow us to understand the site’s parameters (whilst unable to travel due to Covid). We discussed all aspects of the design with the local teams to ensure they would work for the local market’s culture, language and desired footfall, whilst also working to ensure all design and production decisions were approved centrally by The LEGO Group.
We coordinated with our trusted build partners to create the build tables and ensure they worked correctly with LEGO system bricks and the experience as a whole. We also worked alongside production facilities in Europe and the U.S to oversee the design and production of the Planet LEGOLAND globes and ensured they were successfully installed on site.
As part of the project, we also provided training and guidance to management and operations staff to install, assemble and facilitate the activation, ensuring a consistent brand experience for guests no matter which park they visit around the world.