Katapult, the international guest experience design agency, has completed a new experience for The LEGO Group and Merlin Entertainments. After a successful introduction at the Brussels location, the LEGO Creative Club will become a brand-new space in all future LEGO Discovery Centre openings. This new play experience encourages guests to use their imaginations, and it has already increased brand interaction with visitors and brought families closer together via creativity.
Dawn Foote, Katapult’s co-founder and CEO, says: “It’s been a pleasure working with both The LEGO Group and Merlin Entertainments on this new experience at LEGO Discovery Centres. We implemented our testing and development process which helped ensure the experience would be successful once rolled out. Through iterative design and feedback from families, we were able to do just that.”
Engaging guests’ imagination
Together with LEGO and Merlin Entertainments, Katapult developed the visitor flow, spatial layout, and interaction design for the experience. Beginning with a Playmaker welcome, visitors can take inspiration from the LEGO library, sketch their design ideas, and build their original creations with a variety of LEGO bricks. Finally, guests can celebrate their works of art with pride and document the occasion with a photograph.
In addition to developing and testing the new experience, Katapult assisted with on-site installation by producing operational assets and training materials.
The LEGO Group’s Tim Holt, says: “Our continued relationship with the Katapult team, our trusted experience design partners, is helping us create amazing new LEGO experiences that our guests love. We are always seeking new ways to engage with the imaginations of children and adults alike, Creative Club is a perfect example of us achieving this.”
Attendees at several industry events this summer will have opportunities to meet the Katapult team. Co-founder Phil Higgins will be at SEA Expo 2022 in Riyadh in May, as well as the Licensing Expo in Las Vegas and the BALPPA Summer conference on the Isle of Wight in June. Foote will be attending IAAPA Expo Asia in June as part of the Experience UK stand, and the wider team will also be at IAAPA Expo Europe in Vienna in September.
Last month, Katapult celebrated the first anniversary of a whiskey-themed immersive visitor attraction, the Portmagee “Spirit of the Sea” Experience in Ireland.
