client. LEGO®
brief. Valentine’s Bloom Bar – Retail Shopper Activation & Strategy
role. senior art director

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The Challenge

Drive engagement and purchase for the LEGO® Botanicals collection during Valentine’s Day—in a season crowded with predictable gifting.

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The Idea

Built, not bought.

We redefined Valentine’s flowers as something created, not collected. Inspired by the ritual and personalization of a perfume bar, Bloom Bar invited shoppers to find their signature LEGO® bloom based on mood and personality—then bring it to life in-store.

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The Experience

Retail and select destinations across Europe, America, and Asia became refined floral ateliers. Guests followed symbolic builder notes, completed a botanical personality quiz, and constructed their chosen stem with a botanical mixologist—transforming gifting into a participatory moment.
 

During Valentine’s weekend, an exclusive guided Make & Take event allowed visitors to build and leave with a LEGO® Rose Stalk, supported by location-specific rewards and loyalty incentives to drive conversion.
 

Bloom Bar turned LEGO® Botanicals into more than a gift.
It became something you create together.

The Impact

Bloom Bar elevated Valentine’s from transactional to experiential.

The activation increased dwell time, drove measurable uplift across the LEGO® Botanicals range, and attracted an adult audience seeking more meaningful gifting moments.

More than a seasonal push, it repositioned Botanicals as a premium, participatory ritual.

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