Lego to embrace AR in latest touring experience

Lego has revealed plans for its Imagination Factory tour, a creative experience that features an augmented reality (AR) photo wall.

The brand experience will also feature a Duplo area
The brand experience will also feature a Duplo area

The Lego Imagination Factory will visit The Centre: MK in Milton Keynes on 20-23 August and Westfield London on 28-31 August.

The installation will include Lego play areas where visitors can help fuel the ‘power station’ using their creative building skills. Younger children can also join in the experience at the dedicated Duplo area, designed for under fives.

For the more discerning visitor, the brand has devised a Lego brick graffiti wall. The AR photo area allows guests to have their photo taken with one of the brand’s Minifigure characters.

A Lego in-store Action app has been developed for both iPhone and Android smartphones to complement the AR activity.

Agency PrettyGreen has developed the Imagination Factory tour, while Crescendo PR is promoting the event.

More: How experiential marketing has evolved at Sony, Carlsberg and Lego

Lego partners with London Aquarium for aquatic activation

Lego launches Lego Friends Pop Stars tour bus

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