LEGO Creative Building Experience

The project I worked on during my time at LEGO Design aimed to create LEGO instructions that not only guide but also encourage creative building and self-expression. My concept and animated content were successful, and it is now live at the LEGO London Leicester Square Store.

CHALLENGE

Classic LEGO step-by-step instructions are effective for assembling sets but can limit creativity in free building in LEGO parks, retail spaces, and brand events, as participants often end up creating identical models. My role in this project was ideation and prototyping of a new facilitation method that supports and encourages individual creativity, and delivery of the final design.

INSIGHTS

I’ve identified that an exploded view animations of the models with partial rotation, played on a loops, displayed in the building area could be good way to subtly support the building process while also encouraging creativity.

OUTCOME

Our team designed a new rocket-building experience to encourage the creative building of LEGO rockets. My role was to prototype, test, and design the final creative building instructions

TESTING

The experience is now live in LEGO Store, Leicester Square London: