LEGO, Toys R Us Time Square Experience
Role: Creative Direction, Exhibition Design, Interaction Design
Role: Creative Direction, Exhibition Design, Interaction Design
Challenge: 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. During my initial exploratory site visit I realized we were not only competing with a roaring dinosaur but with all the visual and auditory stimulation one might expect at one of the busiest toy stores in the world.
Solution: Reorganize the space to improve foot traffic/sitelines and create a strong visual focal point that incorporated their existing collection of New York City themed LEGO architectural models. We also worked to enhance the brand connection between flagship stores and LEGO's digital universe with our LEGO Earth rewards program.
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 various strategic partners, we realized our creative vision for the Times Square store 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.
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.
