LEGO Dreamzz EMEA
LEGO Dreamzzz is a captivating and imaginative project that allowed children to embark on a journey to create their dream worlds, just like the magical settings seen in their favorite films, across every LEGOLAND theme park worldwide. This project combined creativity, playfulness, and experiential design to offer an unforgettable experience for kids and their families.
As the lead designer on this project, I spearheaded the entire project,
overseeing its conceptualization, design, and successful execution.
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Universal Appeal: To ensure that the experience was universally accessible and enjoyable for kids of all backgrounds and interests.
Global Presence: To implement this experience across all LEGOLAND theme parks worldwide, making it a consistent and iconic attraction.
Imagination Unleashed: To unleash the boundless imagination of children by allowing them to create and explore their dream worlds using LEGO bricks.
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As the lead designer on the project, I played a pivotal role in bringing LEGO Dreamzzz to life:
Conceptualization: I made valuable contributions the brainstorming and conceptualization phase, collaborating with a diverse team of creatives to envision an experience that would captivate and inspire children. We drew inspiration from iconic fantasy films and LEGO's core principles of creativity and play.
Design Development: I oversaw the design development, ensuring that every aspect of the experience was meticulously crafted. This involved creating detailed plans, blueprints, and 3D models that brought our vision to reality.
Execution: I managed the project's execution, working closely with animators, 3D designers, and producers to construct the physical and interactive elements of LEGO Dreamzzz. This included overseeing the procurement of materials, print, and conducting quality assurance checks.
Testing and Refinement: Throughout the project, we organised extensive testing sessions, these included going to the warehouse to go see and test the builds.
Global Implementation: Coordinating with LEGOLANDs across the world was a complex task. I worked closely with creative director and account directors to ensure the seamless rollout of LEGO Dreamzzz in all LEGOLAND locations, ensuring consistency and quality in each park.
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LEGO Dreamzzz has become a flagship attraction in all LEGOLAND theme parks globally, delighting children and families from around the world. It has successfully brought the magic of LEGO to life, fostering creativity, imagination, and a sense of wonder among its young visitors. My role as lead designer on this extraordinary project has been a career highlight, and I'm proud to have contributed to an experience that continues to inspire and bring joy to children everywhere
