The LEGO Group
A dynamic and brand-immersive workspace that captures the essence of the LEGO® brand in its new city, through a lens of play, creativity, and curiosity.
- Location
- Boston, MA
- Size
- 157,000 sqft
- Levels
- 6
Project Overview
All About Play
The LEGO Group’s new US Hub in Boston spans six floors, dedicated to celebrating the brand’s spirit, values, and product, marrying this with the local culture of its new city. They wanted a dynamic environment that embodied their identity in every detail, with playful, meaningful moments of interaction at every turn.
In close collaboration with the LEGO Group’s internal design and build team, as well as BDG Architecture + Design, we have delivered a full environmental graphic design scheme, wayfinding, and artwork package that merges seamlessly with their vision, anchored in authenticity, play, and creative storytelling.
LEGO® Brick-inspired wayfinding (Image courtesy of the LEGO Group)
The Brief
Brick by Brick
The brief for the LEGO Group’s new home was clear: create an immersive experience through wayfinding and branded moments, that embodies the LEGO® brand's playful identity, and brings their values and product to life, brick by brick. Every element had to feel like it came straight from a LEGO® set - meticulously considered and designed for interaction.
Intricate detail within the wayfinding system (Image courtesy of the LEGO Group)
Stacked LEGO® Brick wayfinding (Image courtesy of the LEGO Group)
"The Boston Hub will open up new ways for LEGO colleagues to create, connect, and grow as we continue our mission to inspire and develop the builders of tomorrow across the US.”
Niels B. Christiansen, CEO at the LEGO Group
Our Approach
Authentic Locality
Each floor of the Boston Hub is inspired by local activity, including innovation, sports, recreation, arts & culture, and architecture. These stories come to life through custom mini-figure illustrations, witty LEGO®-inspired narratives, and floor-specific accent colours. These colours flow through everything from finishes and graphics to signage and furniture - helping the entire space to slot together seamlessly, in true LEGO® brick fashion.
Playfulness sits at the core of every part of the new space. A bespoke wayfinding system using scaled-up versions of LEGO® Bricks, ensures every shape, dimension, and placement is aligned precisely with their internal scale systems. Even our design process was embedded in the LEGO Group’s universe - we used their proprietary virtual design software to build and test layouts, ensuring absolute authenticity.
Wayfinding and wooden LEGO® signage inside a lift lobby (Image courtesy of the LEGO Group)
Color-infused wayfinding (Image courtesy of the LEGO Group)
Wayfinding adorns the edge of an elevator lobby (Image courtesy of the LEGO Group)
We set out to deliver an immersive experience that embodies the LEGO® brand's playful identity to bring their values and product to life, brick by brick.
Custom ‘knolling’ artwork - a dissected LEGO® set shown at scale (Image courtesy of the LEGO Group)
Our Approach
History, Legacy and Opportunity
Magnetic, wall-mounted, customisable LEGO® boards act as a canvas for staff and visitors to add their personality throughout the space, while a two-story spinning totem made of oversized LEGO® Bricks provides an interactive, branded moment upon entry to the building. A hidden duck hunt - inspired by their very first wooden toy - encourages exploration across all six floors.
Elsewhere, a 3D heritage wall shows the LEGO Group’s company milestones, running from their earliest beginnings to the present day. Built in their iconic palette, it anchors the narrative across the office and builds on similar installations across their global hubs. In a nod to the LEGO Group’s love of order and creativity, we also developed a custom ‘knolling’ piece for each floor. These exploded technical diagrams display LEGO® sets laid out in floor-specific colourways, cleverly coded and beautifully executed.
The 3D heritage wall, showing the LEGO Group’s most up-to-date visual history (Image courtesy of the LEGO Group)
Spinning LEGO® totem (Image courtesy of the LEGO Group)
Credits
Photography
Eric Laignel
