LEGO Botanicals - Le Florist Tour
2025 / Silverstone, London, Paris, Munich, Milan, Utrecht, Barcelona
A cross-country European brand tour
ASK
Launch the full LEGO Botanicals range as part of the global communications strategy by designing a mobile showcase and experience that puts ‘bricks in hand’ touring around Europe.
ANSWER
We designed Le Florist truck, a fresh take on a mobile flower shop, with custom branding for key dates such as Valentine’s Day, Mother’s Day, and even F1’s Silverstone. To give the truck its own flower power we combined familiar florist elements with LEGO unique flair and discoverable moments. We created flower-building workshops for guests to experience the product first-hand and take a flower away to gift to themselves or a loved one.
WHY IT MATTERED
- 10 locations across 6 countries in 6 months.
- 228,378 LEGO pieces on the road - 20,000 truck visitors.
- 8,676 flowers built - Most popular flower overall: red rose.
- “My highlight was witnessing interactions between total strangers – joy for LEGO often transcended linguistic barriers. I enjoyed hearing who their build was for and how they would fill their day after the power of play had taken effect.” – Darren Hair, Project Manager
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
