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.