LEGOLAND · Themed entertainment
A hidden world,
layered over
a real park.
A park-wide game that made the physical environment respond to a child — without putting another screen in front of them.
LEGOLAND asked us to create a park-wide game that transformed the entire park into an interactive experience. We designed a hidden layer of play that let kids explore freely, complete challenges, and earn points, while parents could follow along and track their progress.
The governing constraint
No kid-facing screen time.
The digital layer had to make the physical park more interesting, not compete with it. The RFID keepsake became the interface.
01 · The core loop
Tap. Unlock. Play. Keep going.
One physical object, recognised everywhere, turning separate attractions into a single continuous adventure.
02 · Two audiences, one system
Kids play. Parents orchestrate.
We created wireframes for every game kids would encounter as they explored and played throughout the park.
Impact
Kids didn’t need to understand RFID, identity or connected systems. They needed to understand that the park knew who they were.
Next project
SAG-AFTRA —
residuals, made understandable.