LEGO® Discovery Centres

Launching a new
 entertainment format
for global rollout.

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With the development of a new LEGO® experience to evolve the existing LEGOLAND® Discovery Centre estate, we worked as part of a cross-agency team to develop a new identity. We created the logo and built a suite of marketing communications assets, before leading the development launch of each of the locations.

With the development of a new LEGO® experience to evolve the existing LEGOLAND® Discovery Centre estate, we worked as part of a cross-agency team to develop a new identity. We created the logo and built a suite of marketing communications assets, before leading the development launch of each of the locations.

As a joint venture between the LEGO Group and Merlin Entertainments, the global brand teams wanted to create a new look and feel that directly linked to the LEGO Masterbrand, yet differentiated from other LEGO communications by eluding to the exciting experience inside.

Beginning roughly 9-12 months prior to the opening of the first centre, we worked closely with the LEGO and Merlin Entertainment global teams, the Merlin New Openings team and the lead local market.

We developed a temporary look and feel while the final identity was being finalised and then built the launch plan from recruitment to post-launch, planning in transition points towards the final identity. We began feeding the new identity into any future assets, incorporating renders of the newly built centre to create excitement and buzz around the opening.

As part of a 360 approach, we (literally!) covered everything from building hoarding, social, animation, digital and website to in centre POS, signage, OOH and even wrapping an entire tram in Brussels city centre.

From the success of the first centre in Brussels, we have now rolled out to a further 3 centres in the USA and are supporting the launch of the next LEGO Discovery Centre in Europe. While the look remains consistent, each opening comes with new buildings, a different audience and bespoke needs to ensure a fully targeted and successful launch.

From the success of the first centre in Brussels, we have now rolled out to a further 3 centres in the USA and are supporting the launch of the next LEGO Discovery Centre in Europe. While the look remains consistent, each opening comes with new buildings, a different audience and bespoke needs to ensure a fully targeted and successful launch.

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