LEGO Flagship Store Chengdu

Leveraging the Sichuan balance of rich tradition and modern hypebeast culture to create awareness of the first LEGO Store in the region.

Our team partnered with the local LEGO PR and event agencies to design an awareness campaign for the grand opening of the Store. The chosen concept was a modern Sichuan Opera inspired by the Jinsha Golden Sun legend. Our team wrote the script, designed the characters, and designed key visuals based on the storyline. From there, the local teams in Chengdu took over the logistics and execution of the campaign.