Small Screens, Big Play
As retail environments become more digitally layered, we wanted to explore how smaller screen formats could create moments of playful interruption without overwhelming the space around them. Rather than building a large, dominant installation, this prototype uses a slim screen housed within a custom LEGO frame, designed to sit discreetly alongside product on shelf.
The idea was to create a moment of discovery that feels personal, tactile and closely connected to the retail environment. Something that catches the eye, invites curiosity and rewards shoppers of all ages without pulling them too far away from the world of LEGO around them.
A Low-Friction Way Into Play
The experience begins with a simple QR code scan, allowing shoppers to connect using their own phone. From there, they can quickly start building, selecting different heads, torsos, legs and accessories to create a custom Minifig.
The interaction is intentionally lightweight. There is no app download, no complex onboarding and no barrier between the shopper and the moment of play. Selections made on the phone are reflected in real time on the in-store display, where the Minifig builds beautifully in 3D.
This gives the experience an immediate sense of reward. Every choice feels visible, responsive and playful, turning a small screen into a shared moment between the builder, their character and the people around them.
Extending The In-Store Build Moment
LEGO already has a rich culture of customisation and character creation, both online and in store. This prototype explores how that behaviour could be extended through real-time 3D, creating a more elevated and expressive version of the live build moment.
Rather than replacing existing systems, the experience could piggyback on LEGO’s existing custom character creation tools, adding a new visual layer designed specifically for retail. The result is a more cinematic and characterful way to see a custom Minifig come to life.
Because the experience is built in real time, the character can be given personality, movement and context. Once created, the Minifig can be placed into different scenes and worlds, giving shoppers a frictionless way to explore story as well as character design.
A Character In The Palm Of Your Hand
To close the experience, we added a playful AR finale. Once the Minifig has been created, shoppers can hold out their hand and see their custom character jump into frame.
Using hand-tracking AR, the character appears in the palm of the shopper’s hand before performing a short animated moment. It is a simple interaction, but one that gives the experience a final sense of magic and ownership.
This moment turns the digital build into something that feels more personal and memorable. The character is no longer just on screen. It becomes something the shopper can hold, share and connect with.
Digital That Feels Woven Into The Store
The goal of the prototype was to explore how small-scale digital can support the core values of play, creativity and storytelling in a way that feels authentic to LEGO.
Rather than creating a loud digital centrepiece, we wanted to show how technology can be woven into the retail space more quietly. A small screen, a simple scan and a responsive 3D character become a moment of discovery that feels native to the shelf, the product and the brand.
For us, the opportunity sits in using digital not just to attract attention, but to deepen the play already happening in store. To give shoppers another way in, another reason to explore, and another small moment of joy that feels unmistakably LEGO.
