LEGO Brick Lab

An innovative bookable experience within the new Manhattan flagship store, designed to immerse people in the world of LEGO by bringing physical LEGO builds to life in a digital world.

The Brick Lab offered a uniquely interactive, mixed-reality experience – one that took the joy of LEGO play to a new level through projection mapping on the walls, floors, and ceilings, with interactive animated content including lighting and music.

Each visitor was encouraged to let their imaginations run wild, build their own creation, scan their build, then watch it become a living (digital) part of the Brick Lab.

Agency collaboration: Pixel Artworks