Tasked with creating an engaging and authentic brand experience celebrating twenty years of LEGO Star Wars, the booth was conceived to highlight product and extend content beyond the bounds of the trade show.

The exhibition encouraged enthusiasts to build, share, and explore larger-than-life LEGO Star Wars moments. A multimedia timeline highlighting special “re-editions”, a 6’ 20th anniversary logo, and a digitally enhanced 3d poster of the original 1977 “C” style “A New Pope” poster all acted as booth attracts and shareable moments. Children were challenged to create their own pod racer, just like Anakin had done in the featured re-edition lego set.

Client . LEGO
Office . Sparks
Role . Strategic + Creative Lead
Photos . Greg Smith