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HEARTLAKE CITY
LEGOLAND California, Florida and Windsor
Concept design
Creative master-planning
Storywriting
Visualisation
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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