LEGO, Toys R Us Time Square Experience
Role: Creative Direction, Exhibition Design, Interaction Design
Role: Creative Direction, Exhibition Design, Interaction Design
LEGO approached Six Foot to redesign their presence within the Toys"R"Us store in Times Square in New York City. The initial ask was to improve the in-store retail experience so that it could compete with a full-size animatronic T-Rex from the Jurassic Park franchise as well as all the visual and auditory stimulation one might expect in one of the busiest toy stores in the world. Our solution, create a strong visual focal point and organize their impressive collection of existing architectural models to create a LEGO version of Manhattan.
As Six Foot's Creative Director, I led my team as we redesigned the in-store experience and developed a more far reaching "LEGO Earth" concept. "LEGO Earth" was part of a larger brand activation campaign that would entice customers to visit as many LEGO flagship stores and Toys"R"Us locations in order to earn points that would unlock unique online and in-store experiences for the brand. Ultimately only the physical space was realized, but we received much praise from the client for our groundbreaking digital concepts. With the help of Acumen Design, we realized our vision for the Times Square location as it opened to much fanfare and excitement.
Below, additional visual concepts related to the LEGO Earth concepts which included a map pin, full-size LEGO Minifigure character and an interactive in-store kiosk.
LEGO Earth Experience in flagship and standard stores.
Customer t-shirt designs per additional store locations.
Below, the entrance to the Toys R Us Times Square store plus interior photography.
Proposed Times Square signage promoting LEGO and the LEGO Earth experience.
