LEGO Brand Box

LEGO design competition, Iain Lorraine- Bob Kloos, 2013 TU Delft

By facilitating a tailored customer journey for each child, we believe that children will much sooner find their preferred products than if they are bombarded with random animations. Using reactive screens that recognise movement or products being picked up, animations of Lego products interacting with one and other are prompted. Each child can then set out on his or her own adventure throughout the store, seeking out and exploring products they like.
In tackling this assignment we chose not to start with thinking about a point of sales box, but more about a complete and personal LEGO experience. Lego’s products are the heroes and everything implemented in our concept is centred around that thought. We believe this nonlinear journey can enable children to find the Lego products they really want by attracting them with lively and intuitive animations and engaging them in order to explore and play with Lego products. 

The reactive screens communicate excitement and the interaction console gives multiple children the option to explore and play simultaneously. The parents, the ultimate buyer of the Lego products, have been tailored to by offering them a highly convenient way of browsing and purchasing the products their children want.

Attract

Reactive screens disguised as regular product boxes are placed on store shelves. Animated scenes are cued by conscious user interaction as well as unconscious triggers. 
e.g. standing in front of a product category for a certain period of time or picking up a box.
These animations attract children and create an interest in the products they may want.

 

Engage

The child uses a personal avatar to scan the information of the product they are interested in using NFC technology. They are then directed to an interaction console.
Here they can explore the product of their interest by, for instance, putting the Lego blocks together to form the intended figure. Lego animations are then prompted as reward for completing tasks. 

Navigate

After browsing through different products on the interaction console the child can select the product they want to have. LED lighting and the reactive screens then help the child and parent find the product in-store. 

Communicate

The child’s personal Lego avatar stores information regarding the products they want. Parents can then access their wish list using their smartphones.
This way they need not necessarily be in the toy store with their children in order to find and buy Lego products. 

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