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LEGOLAND California, Florida and Windsor

Concept design

Creative master-planning



Art direction

Graphic design

Heartlake City is a themed land and fictional home of LEGO Friends. This product line expanded the portfolio appeal as well as the colour palette.

At the time, LEGO Friends was a relatively new but increasingly popular play theme that was chosen to lead a crop of high investment projects across the LEGOLAND portfolio. 

I acted as the senior creative across all three simultaneous projects, from concept to installation and everything in-between, including a creative 180 when the original planning application was denied halfway through development!

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