Working in collaboration with Norton and Co, we helped build suspense ahead of Lego’s Leicester Square flagship store’s unveiling on 17 November. The new site is the toy company’s biggest store in the world and required 260 square metres of vinyl to stay hidden. Disguised as a Lego toy tub, the building’s huge hoarding featured a Union-Jack-clad Lego figure who invited passers-by to watch the ‘store unboxing’.
The project was brought to life by welding together four graphics and installing them on to a prefabricated 44mx9m truss. The frame was assembled overnight by a team of 12 fitters, taking 20 man hours in total. The result was a free-standing structure with banners that could be detached and dropped in time for the big reveal.