VISUAL PRESENTATION OF THE YEAR
LEGO Display at
Central Children’s Mall, Lubyanka Square,
LEGO Shopper Marketing Agency design, proj. mgmt.
LEGO LLC Russia proj. mgmt.
Not every brand can use its actual product to form a visual
merchandising display, much less an oversized one.
But to a LEGO enthusiast, anything can be built from the
iconic bricks. A 17-meter structure in a confined space in a
cultural heritage building? Nothing 154 people can’t do with
1. 9 million LEGO bricks in 8,000 hours!
The culture-inspired centerpiece makes a powerful brand
statement to shoppers on several levels. Incorporating
light, movement, and other wow details, the 3D “Tribute to
Exploration” shows the product’s endless possibilities for
The display celebrates culturally and historically significant
figures and events, both Russian and global. It portrays the
invention of the wheel, Alexander the Great, an iconic Viking
ship, Gutenberg, and Galileo Galilei and his telescope, telling
the story of the rise of mankind and referencing the classic
style of Russian monuments. The centerpiece culminates
in the age of mass communication and space exploration,
acknowledging Russia’s current and past efforts in the field.
In true LEGO style, the structure includes a dose of humor.
Galileo is startled by a big spider hanging in front of his tele-
scope. Gutenberg, perhaps inspired by modern research into
3D-printed meat, is using his revolutionary printing press to
make himself a sandwich after a hard day of printing.
A test build in a factory setting that mimicked the structural
conditions and limitations of the site ensured fit and durability
prior to on-site installation.
Inspire and develop the builders of tomorrow
Inventing the future of play