LEGO: Create Your Escape

A transportable escape room that re-engaged kids with LEGO by turning gaming culture into tactile, team-based play.

LEGO's build-and-play format had lost relevance with boys 6 to 12, who bond online through competition and banter. The insight: meet them where they bond. We pitched an escape room where teams of four joined rival clans, led by gaming influencers, racing through LEGO-block puzzles.

My Role

Experience and exterior journey design: I shaped the floor plan, the flow, and the touchpoints that moved kids and guardians from check-in to the final photo, in a build that could travel mall to mall.

Outcome

The pitch won and launched. Across four days in Minneapolis and Irvine, 205 sessions welcomed 774 kids, beating the attendance goal by 20%, with unsponsored coverage in Forbes.

Credits
Agency: Set Creative, for LEGO // Interior rendering: Amand Barton // Final interior experience: Michael Eaton, Brian Eyler