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One of our proudest professional moments of the last 12 months was working to deliver a new experience across 8 different locations. International travel was severely restricted, shipping was in huge demand, and local lockdowns were forcing some theme parks and countries to simply shutdown altogether.
But in the midst of this turbulent time, we worked alongside The LEGO® Group and Merlin Entertainments to create something special at 8 LEGOLAND® Parks worldwide.
The brief
We worked with our clients, including the local LEGOLAND® park teams to design and produce an activation that would match the Rebuild the World campaign’s aesthetic and values, whilst also creating a brick build experience across the parks. The activation was to be launched at LEGOLAND Windsor, Billund, Deutschland, California, Florida, Malaysia, Japan, as well as the newest LEGOLAND park in New York.
Creating the concepts
Around the activation we designed a number of LEGO build tables where guests could create their own builds. Removable brick trays would 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 set to be 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 would become the focal point of the attraction and added impact and guest excitement. Visitors would then be able to build their own models and apply them directly to this geodesic sphere.
We also designed a number of new models that would 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!
Using 3D design
Using 3D design to build the new experience, we was able to view and iterate designs as we liaised closely worked 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. Use the viewer below to see the 3D designs in action. Can’t see it? Click here.
Completing the experience
We also created graphic wallpaper design to fit the Rebuild the World brand whilst also ensuring a balanced theme park aesthetic could also be achieved – that would last in a high footfall, hands-on environment.
Worked with the parks and their local signage teams, the signage was designed, produced and installed, creating an eye-catching entrance to the activation that’s hard to walk past without visiting.
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.
A project to build on
It has been a pleasure to work with The LEGO Group on this exciting, global project. As LEGO fans ourselves, we’ve thoroughly enjoyed creating an immersive experience that we know both children and adults will love. From the local teams at LEGOLAND Parks, to our specialist build partners, we’re proud of our achievements in a year of disruption.
“Working with Katapult to deliver our Rebuild The World Planet LEGOLAND® experience across LEGOLAND® Parks globally has been a pleasure. Katapult has done an exceptional job driving the project seamlessly from ideation through to execution, overcoming and responding to the many challenges faced during these difficult COVID times. We are very excited to have kids and parents getting creative at LEGOLAND Parks by unlocking their creative potential together via this high-quality hands-on experience.” Martin Weber Thomsen | The LEGO Group
