DELIVERING THE ULTIMATE BUILDING EXPERIENCE AND PROMOTING PLAY.
LEGOs’ Exclusive line of products is designed for the Adult Fans of Lego, however in a store built for kids these premium products were positioned for little engagement and low annual sales.
When Lego approached my team at FITCH we were tasked with increasing sales of their high-end Lego sets. These sets often were designed for builders 18+, had a high complexity level and an even higher price point. For us this became less about moving products and more about asking, how do we define play and engagement for these products? Who is the Adult Fan of Lego and how do we engage them?
Our solution was to design an innovative, modular fixture solution to display Exclusives in flagship stores that deliver a premium experience, facilitates play and is scalable to smaller retail locations.
The Brief
Design an innovative, modular
fixture solution to display Exclusives
in flagship stores that delivers a premium experience, facilitates play
and is scalable to yellow stores.
DESIGN TO FANS
Inspire content creation
Create shareable moments
Highlight individual impact and influence
Connect experienced fans to novice ones
TRENDS IN EXCLUSIVES
‘EST’ List
Tallest, shiniest, brightest
Implying Scarcity
Product stock not on display
Minimalistic Design
of display setting
Generous Space
to SKU ratio
Curated Experiences
Guided shopper paths
Product in Open Display
All of the above work was done as part of a team of creatives at FITCH. This includes but is not limited to Alasdair Lennox, Eric Daniel, Ashley Randolph, Brian Connell, & Amy Stafford.