Capturing the imagination of Barcelona.
Tracylocke partnered with the LEGO EMEA retail team to create an omnichannel campaign to launch the first “retailtainment” flagship store in Europe. The LEGO Group’s new style of retail is more than just a place to buy products, it’s an immersive experience that embodies everything the brand stands for. This particular store was built on the foundation that Antoni Gaudí laid in tile. His trencadís style inspired every touch-point of our campaign, along with every large-format build inside the store. His legacy is inspiring a new generation of creatives through a modern product after his own heart.
Our insight began with Antoni Gaudí.
In our research, we learned his process for creating his famous mosaics was to use scrap ceramic tiles, shatter them, and re-lay them together to create new textures and patterns. This technique known as trencadís was directly in-line with The LEGO Group’s tagline “Rebuild The World”. Just like Gaudi, LEGO inspires fans to not only push past set instructions to make new creations but use that same creativity to change the environment around them. This rich territory gave us a vast world to play in.
250 building hours & 250 thousand bricks.
We partnered with LEGO Certified Designer Riccardo Zangelmi from Brickvision to design and build a three-meter plate constructed of two hundred & fifty thousand LEGO bricks. Counter to most of his builds, the plate was built to be broken. He created a dozen internal compartments filled with loose bricks so that when the plate hit the ground, bricks would fill the air around it.
A fan-built LEGO model for the new store.
We partnered with Spanish PR group appletree, to create an interactive mystery mural that gave fans the chance to leave a permanent mark inside the new flagship LEGO store. Our team created the hero illustration that became the final mural, as well as the artwork for the live event.
A smashingly successful launch event.
In collaboration with Spanish production group Giant Cookie, we hosted a launch event at historic Poble Espanyol. Press, influencers, and Spain’s biggest LEGO fans were taken on a journey through the history of Antoni Gaudí’s work and the vision LEGO has for their retail store.
Unbuild.
The crowd counted down, and the plate was dropped. We then instructed the attendees to gather as many bricks as they could in 10 seconds.
Build.
As their tour ended, they rounded a corner to see our three-meter plate hovering over the ground. After a quick intro from Spain’s own Eva Hache, brass music played as the plate was hoisted ten meters high.
Rebuild.
In true Gaudí fashion, these LEGO fans used the pieces of the broken plate to create personalized works of art within the walls of the new flagship store.
