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.

A larger-than-life multimedia timeline highlighted product including special “re-editions” availabe to purchase on show-site. Two custom LEGO brick sculptures were developed for the event and double as memorable social moments, a 6’ tall 20th Anniversary logo and a enhanced 3D poster of the original 1977 “C” style theatrical poster to promote A New Hope. In the Build Zone, children were challanged to build their own Pod Racer, referencing the LEGO set depicting how Anakin did the same.


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