THE LEGO GROUP
PLAY PAVILION
︎LONDON, 2025
BRANDING DESIGN | CONCEPT | GRAPHIC DESIGN
Brand design and concept for Peter Cook, a pivotal figure within architecture for over half a century, and The LEGO Group to create the Play Pavilion.
︎︎︎ IDEA TO EXECUTION
PLAY PAVILION
︎LONDON, 2025
BRANDING DESIGN | CONCEPT | GRAPHIC DESIGN
Brand design and concept for Peter Cook, a pivotal figure within architecture for over half a century, and The LEGO Group to create the Play Pavilion.
︎︎︎ IDEA TO EXECUTION
1 CONCEPT AND VISION
Redefining what play could look and feel like in the city was the driving force in this collaboration between The LEGO Group, Peter Cook and Serpentine. Situated in the heart of London’s Kensington Gardens, the pavilion was conceived not as a static object, but as an invitation to be surprised and amused by Peter Cook. Working with CONSUL, the challenge was to create a physical identity and conceptual framework that reflected this spirit of creative freedom with the hope to elevate play into a spatial experience that resonated beyond its walls.
Redefining what play could look and feel like in the city was the driving force in this collaboration between The LEGO Group, Peter Cook and Serpentine. Situated in the heart of London’s Kensington Gardens, the pavilion was conceived not as a static object, but as an invitation to be surprised and amused by Peter Cook. Working with CONSUL, the challenge was to create a physical identity and conceptual framework that reflected this spirit of creative freedom with the hope to elevate play into a spatial experience that resonated beyond its walls.
2 BUILDING WITH BRICKS - ARTISTIC INSPIRATIONS
The artistic DNA of the Pavilion grew out of two intersecting legacies: Cook’s lifelong commitment to radical architectural thinking and The LEGO Group’s foundational ethos of creativity through play. From the earliest sketches, colour and form were guiding forces to the creation.
This aided the foundations the identity would later be built upon -an approach that explored curious lenses.Drawing on the Pavilion’s bold colours and sculptural gestures, the identity system developed further with the use of vibrant and saturated tones rooted in the Pavilion itself and The LEGO Group’s refreshed brand language. Icons and patterns were refined to echo the Pavilion’s playful form through experimenting with bricks and shapes in ways that celebrated creative autonomy and the simplicity of building blocks as a motif. These graphics weren’t merely decorative: they were integrated throughout signage, wayfinding, digital activations, and event collateral, helping to unify the diverse layers of experience that made up the project.
The artistic DNA of the Pavilion grew out of two intersecting legacies: Cook’s lifelong commitment to radical architectural thinking and The LEGO Group’s foundational ethos of creativity through play. From the earliest sketches, colour and form were guiding forces to the creation.
This aided the foundations the identity would later be built upon -an approach that explored curious lenses.Drawing on the Pavilion’s bold colours and sculptural gestures, the identity system developed further with the use of vibrant and saturated tones rooted in the Pavilion itself and The LEGO Group’s refreshed brand language. Icons and patterns were refined to echo the Pavilion’s playful form through experimenting with bricks and shapes in ways that celebrated creative autonomy and the simplicity of building blocks as a motif. These graphics weren’t merely decorative: they were integrated throughout signage, wayfinding, digital activations, and event collateral, helping to unify the diverse layers of experience that made up the project.
3 EXECUTION AND OUTCOME
The programme’s nine‑week run and walk‑up‑friendly format saw over 500,000 visitors over the course of the summer. Despite this, the Pavilion resonated far beyond its physical footprint with video documentation and social content related to the Pavilion accumulating views across cultural platforms.
The Play Pavilion did more than host activities, it became a cultural moment that transformed a public space into a catalyst for creativity, connection and curiousity.
The programme’s nine‑week run and walk‑up‑friendly format saw over 500,000 visitors over the course of the summer. Despite this, the Pavilion resonated far beyond its physical footprint with video documentation and social content related to the Pavilion accumulating views across cultural platforms.
The Play Pavilion did more than host activities, it became a cultural moment that transformed a public space into a catalyst for creativity, connection and curiousity.