Interactive

Installation

Experiential

LEGO

LEGO

Brick DJ

Brick DJ

Client

LEGO

Agency

rehab agency

Release date

Location

Billund, Denmark

What I did

Creative Director

The context

After an ideation sprint with LEGO, we were tasked with innovating on their in-store retail experience, finding new and engaging ways for kids to play with bricks. We came up with three concepts, and one captured all the attention and was selected to be developed as a proof of concept.

The approach

Brick DJ is a multi-sensory experience that enhances the brick in hand: an open play space that turns LEGO bricks into musical beats, creating a soundtrack from LEGO builds. Using computer vision, we detect the colour of each brick a child places on the base plate. Each colour represents a music sample, and the number of bricks of the same colour defines that sample’s importance in the composition, a combination of volume and sample complexity. The beauty of it is that it’s not only fun to play, it also doesn’t change how kids already play with LEGO: they build, and as they build, a soundtrack comes to life. Different themes can be offered, each with its own unique samples, and players can switch between a simple and an advanced view.


The proof-of-concept has received a lot of attention, and the plan is to do a real-life build and testing in Leicester Square and Billund, with the ultimate ambition of making the experience available everywhere.