HEARTS

To mark LEGO's 90th birthday, we were briefed to create a school-holiday activation worthy of an icon. The brief was wide open, the brand beloved, and the audience spanned kids of every age. The real challenge: make something that felt genuinely LEGO — not just a table full of bricks.

What we love about LEGO is that it's play for everyone. So we built the party around a simple, personal idea — discovering your "play personality." A custom flowchart quiz, printed into a 3m × 6m floor decal, led kids through a series of questions to one of three stations: Explorer, Designer or Maker, each with a LEGO activity matched to how that child actually plays. A standard school-holiday activation became a personal experience.

The result was a party zone of confetti, balloons and colour. Branded archways, oversized floor flowcharts, colour-coded play zones and custom signage brought it to life — the core concept holding firm across all five centres while the footprint and activities flexed to each site.