Art Director: Carissa Georgelos
Copywriter: Juho Kim
Your Lego journey doesn’t end when you become an adult, in fact, in many ways, it is just beginning. Only our most seasoned builders have the skill to create the sets that are at the pinnacle of Lego beauty. Now it’s time to take off the training wheels and represent Lego at the forefront of innovation.
18 + Webpage
The Lego website will have the 18+ section remodeled and updated to reflect the special needs of our premium builders. The aesthetic will be more refined to match with the more sophisticated products. The website will also have features including a bidding section for rare Lego sets as well as an online community forum for our members to discuss the latest Lego news.
18 + Store Section
A section in the back of every Lego store that only sells 18+ Lego sets. The section looks different and more sophisticated than the rest of the store with emphasis on refinement and elegance. This exclusive area can be accessed by anyone who is looking for a challenge.
LEGO by numbers
A giant Lego mural that only reveals itself with the help of the community. Lego will set up the giant canvas and invite locals to participate in setting up the piece. In a “paint by numbers” style, a beautiful work will be the result of ordinary people. The mural can also be a giant version of existing Lego 18+ mosaics.
Social media
This video series gives an inside look into celebrity Lego collections. Stars such as Indiana Pacers center Myles Turner and actor Terry Crews can show off their Lego passion and what it means to be a Lego builder. Age only means cooler and more complicated Legos, and these role models are showing just how cool it can be.