LEGO

LEGO Customer Preview

A confidential annual showcase designed for retail partners to experience upcoming product launches in person.

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

The story

The Challenge

LEGO® entrusts us with the full responsibility of conceptualising, designing, and building the Customer Preview experience each year. The briefs require a secure, polished, and immersive environment that would showcase future innovations while maintaining strict confidentiality and aligning with LEGO®’s global standards.

The projects also require full event planning, spatial design, storytelling, technical production, and guest experience mapping, all tailored to a professional audience of key retail and strategic partners.

The solution

We delivered a complete end-to-end experience that balanced discretion with creativity. Our team designed a refined, structured environment that allowed partners to explore upcoming launches, insights, and product stories in an organised and visually engaging way.

This year (2025), the event was attended by Tshego (Account Manager), Wolf (Experience Architect), and Jess (Strategist), with Jess invited as part of the event itself, reflecting the strength and trust within our partnership with LEGO®.

The Customer Preview continues to be a standout moment in our annual LEGO® work, demonstrating the depth of our relationship with one of the world’s most influential brands. Being entrusted with this confidential showcase reinforces our commitment to delivering work that is thoughtful, detailed, and aligned with LEGO®’s global reputation for creativity and innovation.