Challenge

Create an inspiring, engaging, memorable three-day event for LEGO UK employees that will provide a better current and future understanding of the LEGO brand, it’s consumers, shoppers and retailers.

Solution

Welcome to LEGO Brick Lane – a metaphorical place that inspired employees to create the future of retailtainment for the LEGO brand.

Over three-days employees were challenged to mold LEGO’s retail offering for the future and create LEGO Brick Lane from scratch. With shoppers wanting more meaningful experiences and not just a transactional value when shopping, employees needed to employ bravery and creativity to ensure LEGO would cut it in retail spaces of the future.

We reflected on the great work LEGO already does then fueled employees with solid insights, inspirational speakers/content and future shopper, consumer and retailer expectations to kick start them. Once they’d created LEGO Brick Lane, we opened it to the builders of tomorrow – their kiddy consumers, to critique and award their work.

Results

A pitch win and overwhelmingly positive feedback from Lego’s employees post conference.

“On behalf of the conference team, it was an absolutely smashing presentation…We’re all buzzing right now. The management board are very excited and look forward to this rolling out.” – Michelle Bennett Lego Conference Director

“The best conference we’ve ever had” – Lego employee