LEGO

LEGO Festive 2024

A festive mall activation with character installations, snowman building, Gift Finder moments & 360-degree content capture.

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® and Gateway Theatre of Shopping tasked us with creating a large-scale festive attraction that would encourage families to spend extended time with the brand during the holiday season. The experience needed to cater to multiple age groups while showcasing a wide range of LEGO® themes and products.

The solution

We conceptualised, designed, and operated a month-long immersive LEGO 'Gift The Superpower of Play' experience featuring 13 interactive zones connected through a structured activity journey. Guests moved through themed spaces including Santa's Workshop, the Christmas Express, vehicle build-and-race challenges, a LEGO® Friends zone, a LEGO® City zone, a Botanicals area, a Creator space, and a dedicated DUPLO play environment.

Participants used an activity booklet to complete challenges across the activation, collecting rewards as they progressed through the experience. We managed the project from concept and build through to daily operations, creating a destination experience that attracted over 6,000 visitors across the activation period.