FECs & MIDWAY ATTRACTIONS
We worked with The LEGO® Group and Merlin Entertainments to introduce the new, inspirational Creative Club.
LEGO® Creative Club is a brand new area in LEGO® Discovery Centres for guests to explore their imagination with a new play experience. Working together with The LEGO® Group and Merlin Entertainments, we createdconcepts, managed experience testing with families and produced the experience - ready to be launched at the new LEGO® Discovery Centre in Brussels.
LEGO Creative Club is an imagination first LEGO play activity, exploring the principles of creativity, a place where creativity has no boundaries. Using key passion points it ignites the imaginations of guests to build in a free and fun way, and show their creations to the world.
As part of the development process, we designed and tested the experience concepts, we coordinated testing with families, and then iterated designs to improve the play and guest experience. This ensured the experience was true to the LEGO brand values, learning through play principles, inclusive to all guests, operationally-viable and inspired great family togetherness.
To ensure this was a fully realised activation for LEGO, we produced the guest experience, training for Playmakers and an operational toolkit which provides the Merlin Entertainment operational team with the assets required to deliver a truly memorable experience.
We created an entire guest flow, visualising the Creative Club space and how guests would take part in the experience. Starting with an energetic Playmaker welcome, then finding inspiration in the LEGO library, to drawing their design ideas before crafting their unique builds using an exciting range of LEGO bricks. Finally guests celebrate their creations, displaying them proudly and capturing the moment in a photo.
It was important to develop key themes that really resonated with kids and families, making it inclusive for all children with differing abilities, ages, genders and LEGO ability. One key element, new to LEGO, was encouraging children to draw their build ideas. This brought families together by overcoming LEGO building confidence barriers, and helped kids articulate their imaginations in new ways.
Playmaker engagement was integral to the success of Creative Club, so we created a range of training assets for the LEGO Discovery Centre team. This helped them understand how to interact with guests in fun and encouraging ways, helping them maximise their creativity and enjoyment. The training videos produced by us, in close collaboration with the Global Master Model Builder, were a fresh and fun way for the operational team to get all the information they needed for playmakers hosting Creative Club.
As part of the Operational Toolkit, we produced a range of assets to allow the site to adapt and launch their own Creative Club themed activities, keeping the experience fresh and offering reasons to return. These flexible assets are used to help transform the Creative Club space, with tips and prompts to help guests unleash their creativity.
The new Creative Club concept inspired a whole new way to play at LEGO Discovery Centres. It encouraged new types of brick play, higher levels of engagement and brought families together through creativity.
Speaking on the activation, The LEGO Group’s Tim Holt, said “Our continued relationship with the Katapult team, our trusted experience design partners, is helping us create amazing new LEGO experiences that our guests love. We are always seeking new ways to engage with the imaginations of children and adults alike, Creative Club is a perfect example of us achieving this.”