LEGO LATES
A series of exclusive after-hours events at LEGO® stores, designed to spark creativity and recruit new adult fans by tapping into their interests.
Objective
Recruit lapsed and low-affinity adult customers by positioning LEGO as a rewarding, passion-driven hobby—not just a toy. Team up with leading brands to create events that connect the joy of building with guests’ passions in film, music, and fashion.
Desired Outcome
Show adults LEGO fits their interests and lifestyle
Create media coverage and social engagement
Drive traffic to LEGO retail channels
Partners
Branding
A bold departure from the classic LEGO look, this identity embraces sleek sophistication to engage a new adult audience. Drawing from the visual language of nightlife and art deco I created a visual identity that repositions the brand as an after-hours experience. Utilizing clean lines with rich contrast, it’s elevated and unexpected, while still unmistakably LEGO.
Interest Icons
Custom icons and toolboxes were designed for each event theme, blending LEGO brick elements into familiar objects like headphones, cameras, and thread. This created a cohesive and recognizable look across all topics.
Film Toolbox
Brick versions of film strips, cameras and clapperboard.
Music Toolbox
Brick turntable, boombox, faders and sound wave.
Fashion Toolbox
Scissors, thread spool, buttons, and other sewing accessories speaks Grace Chens fashion designs.
Creative Execution
I created a toolbox and visual system that brought each event theme to life through custom brick-built icons—like cameras, headphones, and thread. Working with the digital team, we animated the icons and gave the lockup a neon glow for online to capture a nightlife vibe. These assets extended across in-store signage and collaborative brick mosaics specific to each city, making each store experience immersive and hands-on.
New York
London
Shanghai
Outcome
The events were a huge success, drawing crowds into stores and driving traffic to retail platforms. Through inspiring presentations, live performances, and building activities, attendees saw how LEGO could connect with their passions in fresh, creative ways—leaving with a renewed excitement and a stronger desire to engage with the brand.
