LEGO Leicester Square Store Florist Campaign

In this project, I worked as a Junior Designer in the LEGO Guided Creativity team, in close collaboration with the LEGO Retail team. Our challenge was to rethink how we support truly open-ended building. While traditional step-by-step instructions are effective, they don’t always encourage free exploration, especially in environments like LEGO Parks and retail spaces.

CREATIVE FLOWER BUILDING

Building on the success of the Rocket Building Experience, our team developed the Creative Flower Building Experience. I designed and animated the building facilitation content and contributed to the ideation of the flower models. The goal was to guide builders without limiting creativity, encouraging experimentation rather than replication. Following the launch, this facilitation approach was adopted by the LEGO Group for retail campaigns and continues to be used today, including in their most recent Christmas campaign.