Studio Stories featuring Andy Gilmore

Welcome to Studio Stories presented by Rhianna McGonigal, a new podcast feature from Katapult as we explore the people we are and the projects we work on. This episode we talk to our Art Director, Andy Gilmore and his involvement designing dream projects for The LEGO® Group and many more clients.

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Q: You’ve been with Katapult for nearly 13 years. What does your role as Art Director entail?

I work on projects from start to finish. I collaborate with strategy teams to develop the big idea narrative, translate that into creative briefs, and facilitate the design process right through to signing off the creative on-site. It’s rewarding to see the vision stay on track from the initial concept to the final build.

Q: You recently worked on the LEGO "Build to Give" campaign. Can you tell us about that?

It’s a wonderful campaign where LEGO donates a set to a child in need for every LEGO heart built and shared online. We were tasked with translating this campaign into physical experiences for guests at 11 LEGOLAND Resorts and around 30 LEGO Discovery Centres globally.

Q: What did that look like on the ground?

We created "experience plus" elements: fun build pits with unique brick mixes, photo opportunities for the hashtag, and display areas for the hearts. For the new Shanghai site, we even transformed a 15-meter container into a cozy, LEGO-themed living room. A key challenge was designing "flat-pack" elements that were easy for global site teams to install, while also reusing structures from previous years to remain sustainable and budget-friendly.

Q: Aside from this, what has been your favourite project?

The LEGO DOTS project was a highlight. It happened during the COVID lockdown, so it was a unique challenge to turn a small, 2D mosaic product into an engaging 3D experience within attractions.

Q: You’re now a father to a toddler. Has that changed how you design attractions?

Massively. I now value frictionless experiences. If a facility makes life easier—like family toilets actually big enough for a pram—it lets parents focus on the joy rather than the logistics. I recently took my son to Thomas Land and watched him engage with retail elements I designed years ago. Seeing that joy first-hand was incredible.

Q: Finally, what is your dream project?

It’s Christmas time, so I’m going to say a Die Hard themed Christmas market. I think a Secret Cinema style experience would be amazing!