Lego House: Home of the brick
LEGO House isn’t just a brand home; it is the physical heartbeat of LEGO’s heritage and future. Located in the center of Billund – the birthplace of the brick – this landmark destination was designed to embody the company’s core philosophy: Learning through Play.
As the Experience Design Manager, I was responsible for the end-to-end visitor journey within the "Paid Zone." My role was to bridge the gap between visionary brand goals and a high-functioning, tangible guest experience.
The Challenge: Designing for Infinite PlayThe brief was ambitious: every square inch had to invite visitors to touch, build, and explore. Leading a multidisciplinary team of toy designers and brand managers, I translated the "Learning through Play" message into a seamless physical and digital environment. I managed a complex network of internal stakeholders and external specialists to ensure every furnishing, digital interaction, and play experience felt authentically "LEGO."
The Engine: Capacity & Flow StrategyA premier attraction is only as good as its guest flow. A major part of my role was the technical planning and operational logic required to sustain a premium experience during peak attendance.
As the Experience Design Manager, I was responsible for the end-to-end visitor journey within the "Paid Zone." My role was to bridge the gap between visionary brand goals and a high-functioning, tangible guest experience.
The Challenge: Designing for Infinite PlayThe brief was ambitious: every square inch had to invite visitors to touch, build, and explore. Leading a multidisciplinary team of toy designers and brand managers, I translated the "Learning through Play" message into a seamless physical and digital environment. I managed a complex network of internal stakeholders and external specialists to ensure every furnishing, digital interaction, and play experience felt authentically "LEGO."
The Engine: Capacity & Flow StrategyA premier attraction is only as good as its guest flow. A major part of my role was the technical planning and operational logic required to sustain a premium experience during peak attendance.
- Capacity Modeling: I conducted deep-dive capacity calculations to ensure each themed zone could handle high throughput without sacrificing the "quality of play."
- Intuitive Wayfinding: We engineered the visitor flow to be self-guiding, using spatial design and visual cues to move guests naturally through the experience levels.
- Bottleneck Mitigation: By balancing "active build" stations with "passive gallery" moments, I ensured the house remained energetic but never overcrowded, protecting the dwell time and satisfaction of every guest.
- Experience Strategy: Developing play-centric content and defining the interactive guest journey.
- Spatial Design: Oversight of color schemes, custom furnishings, and retail environments.
- Digital Integration: Testing and evaluating the "digital layer" to ensure it enhanced, rather than distracted from, the physical play.
- History & Heritage: Planning and curating exhibits within the dedicated History Zone.
