Every Lego store looks to top the previous store in terms of storytelling, experience and design. Our team was tasked to help run design workshops to ensure the store reflected the locality in a fun, genuine way. This is because visitors to the Kalverstraat location were both local and tourist.

Most Lego stores are a series of separate touchpoints. We wanted to create a cohesive story throughout the store. This meant we did research as a design and strategy team around the different themes, sketched with the Lego team and then looked at how to unify the imaginative experiences.