LEGO

LEGO City

A large-scale City activation at Sandton with themed laps, custom builds & a high-energy race experience.

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 large-scale LEGO® City activation at Sandton City that would take families through a structured, multi-lap journey centred around building, racing, and interactive play.

The aim was to bring the “Your City, No Limits” theme to life in a way that was hands-on, high-energy, and easy to manage operationally.

The solution

We designed and ran a full LEGO® City Track Experience, guiding families through six themed laps: an interactive garage game, a City build zone, a car-building station, a dual-lane race ramp, a 360° photo moment, and a free-build “Tower of No Limits” zone.

The activation footprint was a full 12m x 20m experience featuring six themed laps and a central play zone that combined custom builds, themed structures, brand ambassadors, and a clear guest journey, creating a high-energy LEGO® City world that kept kids engaged from start to finish.