LEGOLAND® Florida 


  • Concept Design & Development

  • Creative Master-planning

  • Visualization

  • Graphic Design


The Imagination Zone is one of the rare indoor sections of LEGOLAND Florida and -  at the time of development - in need of some TLC.

I led the initial concept phase, starting with research and mood boards and directing external partners through to execution. Due to the tough time and budget constraints, we had to carefully manage our resources and yet still deliver something bespoke and engaging for the guests. To that end, we introduced a unique digital interactive that has since been rolled out to other parks, a never-before-seen flying interactive, and some special LEGO models too.


The attraction opened in 2016



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Copyright © 2020 images, information, and concepts owned by Gareth Smy, Merlin Entertainments Ltd, the LEGO Group, Scruffy Dog Ltd & associated partners where specified