Below is an experience design campaign for Lego that was created under the Young Ones Show brief, “Be The Playful One” for the 2015 competition. The campaign focuses on remodeling Lego stores all over the world by adding a global database called The Lego Network and control centers called Building Blocks, where users can design and share their creations in store to other Lego stores. An interactive LED light wall in each store tracks the sharing of builds across the various Lego stores worldwide.
Users can download their builds that they created digitally to their accounts. They can choose to purchase their build in store, where the Building Block control center dispenses the build’s respective pieces, prints their blueprint, and the customized lid for their take home box. There is also an opportunity to digitally build with users in other stores in real time using the Building Block control centers.
The Lego Network partners with schools and other local institutions to display the most shared and purchased Lego creations from all over the world. It’s promoted through local brick building programs, where kids can create and share ideas through Lego after school.
Each individual The Lego Network account can be accessed from mobile devices via The Lego Network App.
The Lego Network
Young Ones 2016, Be the Playful One (Experience Design)
Brand
Lego
Art Direction: Monica Thornton
Copywriter: Dan Colarossi
Creative Director: Bridget Camden