LEGOs latest product, DOTS (a pattern-based play experience) enjoyed a massively successful launch, becoming one of the fastest-selling product in LEGO history, despite going on sale at the start of the COVID-19 pandemic (which saw our launch experience in SXSW cancelled, along with the festival).

However, as North America began to loosen lockdowns and citizens began to reexplore their cities, we partnered with LEGO to create surprise and delight installations across the continent.

In keeping with the broader ‘Dot the World’ campaign, we looked to playfully reimagine well known public artworks and landmarks, popping up overnight to maximise joy. These socially-distanced experiences lived in Toronto, New York City, Chicago, San Francisco and Los Angeles, with each installation creatively inspired by its location.

1,602,301 Dots tiles used.
1,487 build hours in total.
700k+ people engaged with our installations.