LEGO’s Festival of Play has been on the road, forming part of Copenhagen’s recent Gaming Week. Our team is proud of the success of LEGO's inaugural ‘Festival of Play’ which launched in Stockholm last year. This was a great collaboration with LEGO to define and create the vision and concept for this new festival, a next-generation experience celebrating diverse forms of self-expression, creativity, and play.

At the ‘Festival of Play’ visitors of all ages were able to travel through 11 immersive and highly interactive zones to reimagine and create a better world through the power of PLAY!

We defined and created the event vision and concept following a research and strategy project D&P undertook for LEGO which focussed on understanding the ambitions, expectations, and needs of Gen-Alpha, and defining the ways to better engage this powerful new generation.

The LEGO Festival of Play is a bold reinvention of ‘LEGO World’, a widely recognised and established event that brought thousands of kids and families together. In response to our actionable insights around Gen-Alpha, we’ve then collaborated with LEGO to re-imagine this event, and how it comes to life to raise its “coolness” factor and build a better connection with kids aged 6-12, especially girls.

The 11 immersive and highly interactive zones within the space to explore...

Playground, LEGO® Factory, Brick Gallery, LEGO Masters, Color Zone, Brick to the Future, Funpark, Nature Park, My First Garden, DREAMZzz™ Zone, and the LEGO® Store by Lekia.