LEGO

LEGOLIKE

WAKE UP EACH DAY AND BE WHOEVER OR WHATEVER YOU IMAGINE.

Introducing LEGOlike, an interactive in-store experience for LEGO kids and adults to bring their LEGOselves to life.

The LEGOstore isn’t just a place to purchase bricks, it’s the portal into the LEGO universe. Kids and adults have always used LEGO products to bring that world to life, but now, we can give form to their unique role in in it.

LEGOlike unlocks and connects new roles of play – so you are encouraged to wake up each day and be whoever or whatever you imagine. Because, in the world of LEGO, you are always the creator.

LEGOLIKE

WAKE UP EACH DAY AND BE WHOEVER OR WHATEVER YOU IMAGINE

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PROBLEM

How can the Lego brand create unique experiences that have the potential to be talked about, go viral, generate PR, and ultimately drive people to the LEGO stores again and again?

SOLUTION

In store interactive experience called “LEGOlike.” Create your LEGOlike (lego-self) on the Lego app and bring it to life by visiting a LEGO retail store.

STRATEGY

Kids are at the phase where they’re still trying to find their identity. LEGOlike gives them the freedom to experiment, create, and evolve that identity.

TECHNOLOGY

Users create their LEGOlike on mobile (via phone or tablet). In store beacons and motion capture technology will react to mobile or RFID (from keychain) data and reflect the user’s LEGOlike.

BUILD

LEGO store visitors will be invited to customize a personal LEGOlike in-store or in app at home. Choose everything from physical attributes like hair color or outfit, to how they interact. For customers already in store, user can use our interactive window displays to build their Legolike.

PLAY

After customizing their LEGOlike, creators can activate them by purchasing a keychain built with RFID technology. Or users can simply walk into the LEGO store with the device they made their LegoLike on.

An interactive wall display in the center of the store reads the data embedded in the keychain or phone app  to project their LEGOlike, following their creator as they move around the store. Motion capture technology enables the LEGOlikes to mirror their creator’s movements as they explore.

DISCOVER

Using the app in-store allows creators to modify their LEGOlikes as they play, exploring new facets of the LEGO world each time they visit.

TOOLBOX

CREATIVE CONCEPTING

Pen & paper

SKETCH

User interface design

PHOTOSHOP
/ILLUSTRATOR

Graphics and asset creation

KEYNOTE

Animations

FINAL CUT PRO

Video editing

MEET THE TEAM

ART DIRECTOR

Tori McGoogan

COPY WRITER 

Mackenzie Beer

STRATEGIST 

Noel Van Aarttrijk