LEGO's Concept Lab is developing key opportunities for boys' play experiences. Innovia explored the unmet needs to design new play concepts…
Envisioning new play directions
LEGO Concept Lab faces the ongoing challenge of developing new play experiences that are “obviously LEGO – but never seen before”. It asked Innovia to provide a fresh perspective on the future of boys’ construction play.
In an initial immersion stage we explored boys’ needs and aspirations alongside emerging trends and technologies. This enabled us to develop a set of creative lenses through which to look at the future. We used these lenses to identify and validate a range of new play directions for LEGO. Working closely with the Concept Lab team, we prioritised the directions and translated them into a number of distinct opportunities and experiences.
Employing a diverse range of prototyping approaches (4D sketching, role-play, movies and conceptual models), we brought these opportunities to life in a high-impact presentation delivered to a senior LEGO management team.