LEGO® Girls Campaign
A bold campaign challenging the assumption that “builders” are boys, with “She Built That” as its core message. These are a selection of the in-store touchpoints I designed to inspire creativity through striking displays and windows.
Primary Display
A focal point upon entering the store, the central display case reinforces the campaign’s product themes. Split into two sections, each case has its own theme with its associated color palette, a subtle design element echoed across all campaign touch points. Bold arrows with the headline She Built That! directs attention to the models, conveying a sense of ownership.
Campaign Window
This Fifth Avenue storefront window was designed as a bold, eye-catching statement for the She Built That campaign. Vibrant colors, custom podiums, and dynamic photography create a playful yet polished display, while the ripple backdrop frames the models and lifestyle imagery. The layout balances impact with openness, ensuring visibility into the store and showcasing the builds from multiple angles.
Campaign Window
This Fifth Avenue storefront window was designed as a bold, eye-catching statement for the She Built That campaign. Vibrant colors, custom podiums, and dynamic photography create a playful yet polished display, while the ripple backdrop frames the models and lifestyle imagery. The layout balances impact with openness, ensuring visibility into the store and showcasing the builds from multiple angles.
5th Avenue Windows
With these windows being in a high traffic area, I kept the design bold and simple—leveraging the buzz around the new Lilo & Stitch movie by spotlighting large-scale brick models of Stitch and Angel. Framed by vibrant ripple patterns and color palettes that reinforced their connection, the windows generated major excitement.
Lecture Square Window
This London window, designed to align with the New York flagship, showcased the large panda model alongside key campaign products positioned beneath the central digital screen. Colorful brick graphics, flanking banners, and layered ripple elements added depth and cohesion, tying the entire display seamlessly to the campaign.