LEGOLAND® Insiders Clubhouse
Connecting In-Park Guest Experience to Digital Growth
Industry
Themed Attractions
My Role
Digital Experience Lead (Creative, UX/UI and Animation)
Deliverables
Concept Themebook, Guest Journey, Contractor Creative Briefs, 3D Spacial Design, UX & UI, Motion Graphics, 3D Character Animations, Game Design, Digital Development, Production & Hardware
The Team
Project Manager, Creative Director, 3D Animator, Unreal Engine Artist, Developer, Digital Producer, 3D Designer, Contactors, Production Specialists, Creative Technologist
THE PROBLEM & IMPACT
LEGOLAND® needed a flagship physical attraction to promote the LEGO® Insiders Club, that blends hands-on play with digital touchpoints.
DISCOVERY
THE SOLUTION
Mission Towers
Guests are greeted by a 3D animated LEGO Minifigure on screen and issued a physical printed card, prompting them to collect stamps across the attraction.
Imagination Zone
An open creative station featuring a digital prompt generator. Guests build physical models based on their prompt and add them to the community display wall.
Observation Zone
A digital-physical hunt where guests team up with the Film Noir Detective Minifigure to locate hidden characters throughout the space using RFID technology.
Coordination Zone
A digital game where players navigate through space to guide the LEGO Friends team back to base, using leap motion technology to control the spacecraft with their hand movement.
Explore The Vault
Build a 6 brick key, insert it into the Vault door, and trigger a dramatic light takeover. Inside, members explore behind-the-scenes sets and interact with the Emotion Vibebox.
