LEGO x F1 – Build The Thrill
Family fun at 14 F1 race Fanzones around the world
Year
2025
Location
Melboure, Australia
Shanghai, China
Suzuka City, Japan
Imola, Italy
Montreal, Canada
Silverstone, UK
Spa-Francorchamps, Belgium
Zandvoort, Netherlands
Monza, Italy
Austin, USA
Mexico City, Mexico
Las Vegas, USA
Doha, Qatar
Abu Dhabi, UAE
Client
LEGO
Production Company
UNIT9
My Role
Creative Director
3D / Motion Designer
About
Working directly with LEGO we designed and built the Build The Thrill experience. We then toured it around 14 of the Formula 1 GP race fan zones across the world. The F1 partnership was LEGO’s biggest release of the year and this activation needed to provide an immersive and playful experience that put bricks in people’s hands and was super fun. My design took cues from the pit lane and race track garages of F1 circuits. A very LEGO version of the familiar F1 environment. Attendees were welcomed into the garage to make and take their very only LEGO race car. After being presented with their Brick Pass, they gathered around the build table to follow instructions, find the right bricks and make their car. The final piece of the build was the iconic 2x2 LEGO brick, representing the driver and mirroring the large brick on the roof of the experience. Our Play Agents encouraged people to use whatever colours they liked to make their car with before taking a photo of it in a special forced perspective frame. Guests were also given a ‘mini garage’ box to keep their build safe in. This unfolded into a miniature version of the pitlane to play with the car on. The garage was also home to two product displays positioned upon authentic tool chests. People could compare the details within the LEGO sets to the ones that we had made 10x larger in the experience. These included mechanics tools, team snacks and the race data screens. The race console at the rear of the experience played animated versions of the LEGO set’s tile graphics and a wind tunnel animation featuring the car they had just built being put to the test. Around the exterior of the activation, people could also pose for photos beside giant minifigures and a huge F1 Duplo trophy. The smiles spoke for themselves, with people of all ages leaving having had a great experience that was both true to LEGO and F1.
