LEGO
Amsterdam, built for play
LEGO needed to build excitement for its first Benelux flagship store. Engaged brought brick-built Dutch art to Museumplein, backed by branded trams, outdoor advertising and digital teasers.
Delivered by
The opportunity
LEGO needed to build excitement for its first Benelux flagship store.
What we did
Engaged brought brick-built Dutch art to Museumplein, backed by branded trams, outdoor advertising and digital teasers.
The Museumplein exhibition reinterpreted famous Dutch paintings in LEGO bricks. Trams, billboards, digital screens and print counted down to opening day, while social teasers revealed the store interior and exclusive offers to locals and visitors.
The outcome
According to Engaged, opening-weekend visits and sales exceeded expectations, with fans queuing for hours.
The combination made the opening visible across the city and gave people a reason to photograph and share the launch before entering the store.
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