LEGO LATES
A series of after-hours events inviting adults into flagship stores in New York, London, and Shanghai. Partnering with BAFTA, Universal Music Group, and designer Grace Chen, each evening combined performances, presentations, and hands-on activities that left guests inspired and newly engaged with the brand through people's interests.
Objective
Re-engage lapsed and low-affinity adult audiences by positioning LEGO as a creative, passion-driven pursuit rather than a toy. Collaborate with leading partners in film, music, and fashion to design immersive events that align the joy of building with the interests and lifestyles of adult creators.
Desired Outcome
Show that LEGO fits naturally within adult interests and culture.
Generate media coverage and social engagement through high-profile collaborations.
Increase traffic to LEGO retail channels and strengthen brand affinity among new audiences
Partners
Branding
I developed a visual identity that reimagined LEGO through the lens of nightlife and contemporary culture. Clean lines, rich contrast, and subtle art deco details replaced the classic bright palette, creating a sophisticated yet playful look.
Each theme came to life through custom brick-built icons such as film reels, headphones, and thread spools, animated for digital and in-store displays. The result was a cohesive system that felt modern, tactile, and unmistakably LEGO.
Film
Brick versions of film strips, cameras and clapperboard.
Music
Brick turntable, boombox, faders and sound wave.
Fashion
Scissors, thread spool, buttons, and other sewing accessories speaks Grace Chens fashion designs.
Execution
I created a visual system that brought each event theme to life through custom brick-built icons such as cameras, headphones, and thread. Working with the digital team, we animated the icons and added a soft neon glow to capture the feel of nightlife. The system extended across in-store signage and large collaborative brick mosaics designed uniquely for each city.
New York
London
Shanghai
Outcome
Guests took part in immersive presentations, live performances, and hands-on builds ranging from small take-home models to large collaborative mosaics. The result was a meaningful brand experience that showed LEGO is not just a toy, but a medium for creativity and connection. Attendance exceeded expectations, driving media coverage, social engagement, and renewed enthusiasm for the brand among an audience that had once felt out of reach.
