︎︎ In the hot month of July, We teamed up with LEGO and UCCA Lab to bring the LEGO® Play Festival toTaikoo Li in Shanghai. This vibrant event is a playground that celebrates diverse cultures and art forms, empowering girls to break through gender stereotypes and unleash their boundless potential through joyful and creative play.

︎ LEGO
︎ Qiantan Taikoo Li, Shanghai
︎ Jul. 2023

︎Studio NOWHERE
︎Creative Direction/ Art Direction / Design

As the creative partner for the LEGO® Play Festival, we take the lead in designing the immersive experiences for the core venue, the "Legendary Stadium,"  Situated on the eastern lawn of Xintiandi Taikoo Li Central Park.
The "Legendary Stadium" attracts numerous families with its vibrant LEGO yellow exterior. Inside, it faithfully recreates the authentic process of football matches, paying homage to the 2023 Women's World Cup through innovative spatial designs and interactive experiences.

The design of the Legendary Stadium draws inspiration from real football fields and match dynamics. Upon entering the venue, we guide children through a row of locker room, adorned with jerseys of five football players from the LEGO® Play Festival and nameplates built with LEGO bricks.

Before entering the field, children have the option to wear the badges of the red or blue teams. They can engage in 1v1 battles or collaborate with teammates in 3v3 matches, aiming to achieve personal or team victories.

The central stadium features a ring of LED screens surrounding a real football turf. The LED screens randomly displaythe goalposts for both teams. Children score points by kicking the ball and hitting the opposing team's goal. After each goal, the positions of the goalposts change randomly, creating a fast-paced and exhilarating experience for everyone involved.

We have also prepared auditorium near the field for the parents. Additionally, we have scaled up the LEGO minifigures to provide enthusiastic support and cheer for the young players on the field.

After the game,  we have prepared a "Moment of Glory" for each participant. They will stand on the podium and hold a specially crafted LEGO brick trophy. The flashing lights on both sides will simulate the moment when the winning team goes up to receive their awards, creating an exciting and memorable experience.

Adventure always begins in the jungle! The jungle space and interactive elements are tailor-made for kids, simplifying interactions while keeping them fun. In this lifelike jungle setting, children will encounter various interactive points.
By simply tapping ground buttons, they can trigger the sound of a gorilla, a glowing daisy, a 270-degree rotating owl, or uncover a hidden bunny behind leaves.