PLAY PARTY
LEGO® 90 YEARS OF PLAY
IMMERSE
Westfield needed a school holiday activation to celebrate LEGO's 90th birthday. The brief was wide open, the brand was iconic, and the audience spanned kids of all ages. The challenge was creating something that felt genuinely LEGO without just being a table full of bricks.
DELIVER
A vibrant party zone of confetti, balloons, and colour, designed to celebrate all types of play. The core concept stayed consistent across all five centres while the footprint and activities were customised to each site. Branded archways, oversized floor-based flowcharts, colour-coded play zones, and custom signage brought the party to life. Designed, built, and delivered entirely by us.
PROVOKE
We love how LEGO can be fun for everyone. We wanted our activation to celebrate play in all its forms and so we designed the play party around discovering your "play personality." A custom flowchart quiz built into a 3m x 6m floor decal led kids through a series of personality-based questions, landing them at one of three play stations: Explorer, Designer, or Maker. Each station had its own LEGO inspired activity matched to how that child actually plays. It turned a standard school holiday activation into a personal experience.
PROVE
Rolled out across five Westfield centres nationally. The activation was extended beyond its original run due to demand, and the play personality concept gave Westfield a framework they could build on for future LEGO partnerships.
