LEGO® MYTHICA

We created a series of AR experiences accessed exclusively from the official LEGOLAND® app where they were given different opportunities to engage with the mythical world: take selfies and videos with the creatures, collect digital cards about the characters and learn more about their backstory.

At the heart of the always-on activation was the central idea of two worlds linked together via a succession of world-tracked portals designed to blend the virtual with the physical LEGOLAND® Resorts creating a carefully curated physical and virtual journey.

The experience is designed to start before a guest arrives at the park. Guests are encouraged to download the app before leaving the house, engaging with a series of AR portals.

The experiences within LEGOLAND® Windsor Resort itself are activated off custom branded codes attached to large scale LEGO® statues that when scanned reveal their real-world characters in AR brought dramatically to life through a vortex.

Guests can also receive collectible AR ‘POP Badges’ to scan and take home with them, featuring exclusive LEGO® MYTHICA designs that open spy holes into the realm featuring Maximus the Sky Lion and also the Baby Lava Dragons.

Behind the scenes

For the Creative Studio team, working on such a unique project came with highlights and challenges. From the thrill of working with such a beloved IP to the collaboration between the studio and the LEGOLAND® VFX team on bringing the characters and storylines to life with AR. During the project the Creative Studio team also carried out several site visits to ensure the physical and digital elements of the experience came together in a way that paid homage to the iconic resort.