LEGO

LEGO Brickfair

A high-energy mall experience with themed play areas, mascot appearances & hands-on building sessions.

Client: LEGO
Type of work: B2C, Brand Activation, Experience Design, Toys
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

The Challenge

LEGO® tasked us with creating a family-focused mall activation that transformed a 9m x 9m footprint into an interactive world of creativity. The brief required multiple themed zones, clear guest flow, strong visual presence, and hands-on play experiences that would attract families, encourage participation, and drive social sharing.

The solution

We designed and built the full LEGO® Brick Fair experience, including layout, themed zones, guest flow, and on-site operations. The activation featured four play zones (City, Friends and Creator, Botanicals, and Vehicles), a 2.2m branding tower, LEGO® mascots, structured play sessions, and social-focused photo moments.

We delivered all technical drawings, 3D renders, staffing, logistics, and daily management, resulting in a high-energy, fully immersive LEGO® world that drove creativity, engagement, and strong visibility across the mall.