THE LEGO GROUP X PHARRELL
OVER THE MOON
︎LOS ANGELES, 2024
EXPERIENTIAL DESIGN | CONCEPT | GRAPHIC DESIGN
Design and concept for Over The Moon - an immerse event realising The LEGO Group and Pharrell Williams’ shared mission to inspire the city’s creatives and families and the launch of their Lego set collaboration.
︎︎︎ IDEA TO EXECUTION
OVER THE MOON
︎LOS ANGELES, 2024
EXPERIENTIAL DESIGN | CONCEPT | GRAPHIC DESIGN
Design and concept for Over The Moon - an immerse event realising The LEGO Group and Pharrell Williams’ shared mission to inspire the city’s creatives and families and the launch of their Lego set collaboration.
︎︎︎ IDEA TO EXECUTION
1 CONCEPT AND VISION
When The LEGO Group teamed up with Pharrell Williams, the mission was ambitious yet deeply human, rooted in the shared goal tocreate an immersive experience that ignites creativity and celebrates the limitless power of play. Set against the vibrant backdrop of Hollywood, the concept was about more than showcasing a new co-designed LEGO® set but one that maps curiousity and wonder onto physical space. Developed with CONSUL, our goal was to take attendees on a creative expedition through and experience with rooms to spark imagination and curiosity, and ultimately, a place where play became a conduit for connection across generations.
When The LEGO Group teamed up with Pharrell Williams, the mission was ambitious yet deeply human, rooted in the shared goal tocreate an immersive experience that ignites creativity and celebrates the limitless power of play. Set against the vibrant backdrop of Hollywood, the concept was about more than showcasing a new co-designed LEGO® set but one that maps curiousity and wonder onto physical space. Developed with CONSUL, our goal was to take attendees on a creative expedition through and experience with rooms to spark imagination and curiosity, and ultimately, a place where play became a conduit for connection across generations.
2 IDEAS WITH NO BOUNDS - ARTISTIC INSPIRATIONS
The vision primarily drew inspiration from Pharrell’s expansive worldview; one shaped by his fascination with space, possibility, and the idea that imagination knows no bounds. His co-designed lego set celebrates this with the activation being built around that same ethos. At the heart, this was playful interactivity that bridges storytelling with self-expression. From hands-on build zones to immersive projections, each moment was curated so that visitors could write their own narrative within the universe of the experience.The experience was envisioned as a journey through play rather than a single installation - spatial design unfolded across a series of themed rooms filled with interactive elements and digital enhancements. Custom projections transformed walls into cosmic landscapes, while hands-on build stations invited attendees to create LEGO® minifigures IDs.Visual and event collateral drew directly from the Over The Moon set’s colour story and playful symbolism, ensuring cohesiveness across all touchpoints including The LEGO Group’s digital platforms and onsite/ offsite graphics.
The vision primarily drew inspiration from Pharrell’s expansive worldview; one shaped by his fascination with space, possibility, and the idea that imagination knows no bounds. His co-designed lego set celebrates this with the activation being built around that same ethos. At the heart, this was playful interactivity that bridges storytelling with self-expression. From hands-on build zones to immersive projections, each moment was curated so that visitors could write their own narrative within the universe of the experience.The experience was envisioned as a journey through play rather than a single installation - spatial design unfolded across a series of themed rooms filled with interactive elements and digital enhancements. Custom projections transformed walls into cosmic landscapes, while hands-on build stations invited attendees to create LEGO® minifigures IDs.Visual and event collateral drew directly from the Over The Moon set’s colour story and playful symbolism, ensuring cohesiveness across all touchpoints including The LEGO Group’s digital platforms and onsite/ offsite graphics.
3 EXECUTION AND OUTCOME
Beyond the sought-out tickets for physical attendance, the activation generated global visibility and cultural impact through press coverage like Hypebeast and social engagement, amplifying Pharrell and LEGO’s shared message of limitless creative potential. The event succeeded in transforming a product launch into an experience that resonated emotionally and culturally, making play a platform for inspiration across ages and communities.
Beyond the sought-out tickets for physical attendance, the activation generated global visibility and cultural impact through press coverage like Hypebeast and social engagement, amplifying Pharrell and LEGO’s shared message of limitless creative potential. The event succeeded in transforming a product launch into an experience that resonated emotionally and culturally, making play a platform for inspiration across ages and communities.