LEGO F1

The Challenge

LEGO® tasked us with adapting the global concept into a functional, locally relevant touring activation suitable for South African malls and high-footfall environments.

This included creating a full launch event experience, designing the mall activation footprint, and managing the national rollout, ensuring safety, consistency, and operational excellence at every location.

The solution

Launch Event Conceptualisation

The South African launch event was conceptualised and developed entirely by JAWBONE.

Our team built the full event experience from the ground up, including:

• Overall event strategy and creative direction
• Guest journey and staging
• All technical production and logistics
• Vendor management
• The signature helicopter moment that introduced the Big Build to South Africa

This event served as the high-visibility moment that introduced the roadshow and generated strong PR interest.

Experience Design for Mall Activations

While the global idea remained constant, the entire mall activation experience in South Africa was designed by JAWBONE.

This included:

• Spatial layout and zone planning
• Guest flow and queue management
• Build stations, racing ramps, reflex games, and interactive elements
• Full internal and external artwork
• 3D renders and technical drawings
• Safety planning and engineering considerations
• Integration with LEGO® Certified Stores
• Brand ambassador flow and on-site systems

Our team ensured the concept could function smoothly in mall environments while maintaining the premium look and feel of the global brand.

National Execution and Rollout

We are responsible for delivering the full touring roadshow across major South African shopping centres, including:

• Sandton City
• Kyalami Grand Galleria (Press Event)
• Mall of Africa
• Cavendish Square
• Gateway Theatre of Shopping

Our responsibilities include:

• Fabrication, production, and installation
• Site management and safety compliance
• Staff training and deployment
• Day-to-day operation and maintenance
• Logistics, transport, and strike between venues
• Reporting and real-time adaptation

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