client. LEGO®
brief. Retail shopper activation | Experiential | Digital | Social | Landing page | Europe / Americas / Asia
role. senior art director

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Valentine's gifting is one of the most crowded, most predictable retail moments of the year. Flowers, chocolate, the usual. LEGO Botanicals had something genuinely different to offer — but only if we gave people a reason to see it differently.

Built, not bought. That was the idea. Instead of positioning the Botanicals range as an alternative to flowers, we reframed the act of gifting entirely — from something you pick up to something you make together. Inspired by the ritual of a perfume bar, Bloom Bar invited shoppers to discover their signature LEGO bloom through a botanical personality quiz, then build it with a mixologist guide in-store.

Retail locations across Europe, America, and Asia became refined floral ateliers. A full ecosystem of assets supported the activation globally: digital photo frames, event menus, stanchions, social advertising, and a dedicated landing page — all consistent, all carrying the same elevated tone.

Increased dwell time, measurable uplift across the Botanicals range, and a repositioning of the product as a premium adult gifting ritual. Organic social reach across TikTok and Instagram from attendees who shared their builds unprompted.

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