LEGOLAND® Discovery Centre

Indoor experiences

We teamed up with Merlin Entertainments to create a new LEGO® experience across 19 of their sites worldwide.

The project

We were thrilled to be appointed by Merlin Entertainments to work with 19 of their LEGOLAND® Discovery Centre sites worldwide. LEGOLAND® Discovery Centre attractions welcome millions of visitors every year, meaning that any experience has to be exciting, on-brand, original in concept and robust enough to withstand the rigours of lots of little hands! From concept development and design, right through to production and delivery, we created event kits that launched simultaneously for popular LEGO® IPs; including LEGO City, Ninjago and Friends.

"They understand the brand, completely get what we want to create and very responsive."

The LEGO® Group

Concept design

With this in mind, we created a combination of challenges and immersive experiences to keep both children, and adults alike, entertained. We made creative tables for guests to make and proudly display their LEGO® masterpieces.

We encouraged guests to make their own stop motion LEGO® video, using fixed iPad points. We challenged guests to design a vehicle, capable of making it down the daring zip line. We celebrated guests’ creations with a photo opportunity wall and audible cheering experience.

Design development

As well as creating the challenge concepts, we were also tasked with designing all experience installations and marketing assets around the venue.

We worked alongside the client and vendors to ensure build and installation quality were adhered, as well as getting the experience to 19 sites worldwide.