In pictures: Lego takes Imagination Factory experience on tour

Lego brought its Imagination Factory to Milton Keynes and London last month (20-23 August and 28-31 August), offering young consumers an augmented reality (AR) experience.


The activation was developed for the plastic construction brand by agency PrettyGreen, while Crescendo handled the PR.

Lego targeted children and their parents towards the end of their summer holidays by hosting the factory at The Centre: MK in Milton Keynes and Westfield London. The large space was designed to encourage creative building skills through getting children to help fuel the Lego ‘power station’.

Alongside the main construction space, the Lego brick graffiti wall was designed with older children in mind, while a Duplo area was available for under-fives to explore.

The photo booth allowed guests to have their photo taken with one of the brand’s Minifigure characters through the power of AR. Guests with both iOS and Android-powered smartphones could download an app to bring the special guest to life.

Read how Lego's experiential marketing strategy has changed throughout the decades here.

More: Lego launches Lego Friends Pop Stars tour bus

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