LEGO
LEGO – Hidden Side
Year: 2019
The Challenge
LEGO's Hidden Side series introduced a groundbreaking blend of physical playsets and augmented reality (AR), inviting children to explore a world where tangible LEGO bricks interact with digital ghosts via a smartphone app. However, effectively conveying this innovative concept to visitors at LEGOLAND posed a significant challenge:
Technological Barrier: The necessity of a smartphone with the app installed could deter engagement, especially among parents concerned about screen time.
Conceptual Complexity: Explaining the AR integration risked being perceived as overly technical, potentially diminishing the magic of the play experience.
Parental Concerns: Parents might question the authenticity of the play experience, worrying that digital elements could overshadow traditional LEGO creativity.
The challenge was to create an engaging, intuitive, and magical introduction to LEGO Hidden Side that would captivate both children and their parents without relying on complex explanations.
The Idea
To bridge the gap between the physical and digital realms of LEGO Hidden Side, we developed the "Geist-o-Mat", an interactive mixed-reality installation at LEGOLAND:
Discover Hidden Ghosts: The narrative suggested that "Hidden Side ghosts" inhabit an alternate dimension, captured within real LEGO bricks.
Extract a Ghost: The Geist-o-Mat "extracted" a ghost from a physical LEGO brick, bringing the hidden world to life.
Capture the Moment: Visitors could take a selfie with the revealed ghost, creating a memorable keepsake that blended reality with fantasy.
This approach emphasized our "augmented fantasy" approach, focusing on the enchanting aspects of the Hidden Side universe rather than the technological mechanics, thereby preserving the wonder of play and alleviating parental concerns about digital integration.
The How
Conceptual Design: We crafted a compelling storyline around the Hidden Side ghosts, ensuring it was accessible and engaging for all ages.
Technical Development: Our team engineered the machine to seamlessly "extract" digital ghosts from physical LEGO bricks, utilizing AR technology in an intuitive and user-friendly manner.
User Experience (UX) Design: The installation was designed to be straightforward, requiring no prior knowledge or device ownership, thus eliminating potential barriers to participation.
The Outcome
Enhanced Engagement: Visitors interacted enthusiastically with the installation, with many sharing their ghost selfies on social media, thereby extending the reach of the experience beyond the park.
Positive Reception: Both children and parents appreciated the magical storytelling and seamless integration of digital elements, with feedback highlighting the installation as a highlight of their visit.
Increased Interest in LEGO Hidden Side: The experience sparked curiosity about the Hidden Side product line, leading to increased inquiries and interest in the associated playsets.
Awards and Recognition: The innovative approach of the Geist-o-Mat garnered industry recognition, earning accolades for creativity and experiential design.
Why does it matter?
The Geist-o-Mat exemplifies how empathetic and creative solutions can overcome the challenges of introducing innovative products that blend physical and digital play. By focusing on augmented fantasy and storytelling, we preserved the magic of play, addressed parental concerns, and created an intuitive introduction to the Hidden Side universe. This project underscores the importance of user-centered design and storytelling in successfully launching and promoting innovative play experiences that resonate with both children and adults.
