Imagine being shrunken down to the size of a LEGO minifigure, and then walking into your very own FOX-themed living room completely made of LEGO bricks. To generate awareness and excitement for the FOX television show LEGO Masters, Roadwerx conceptualized, built and executed the seven-city Brick by Brick Tour. A 53-foot long truck wrapped with eye catching graphics was the traveling billboard highlighting the city tour dates and the show air date. Setting up overnight in shopping malls, Roadwerx created an immersive photo op installation and an engaging interactive LEGO building activity.
The life-size living room was designed with LEGO bricks scaled up over 1300%. Our FOX-themed photo op was full of fun elements that were either constructed of LEGO bricks or created by Roadwerx. No detail was too small for our creative team of designers and artisans, and accuracy was ensured for LEGO super fans. Our team produced features like a wood burning fireplace, fish tank, and a friendly horse peeking through the window. FOX programming was creatively highlighted throughout the space with mosaics of key art from each show framed and hung on the walls. Custom LEGO vignettes were designed to represent four FOX shows and placed in display niches. Front and center were two big red armchairs that were the perfect perch for fans’ Instagrammable moments.
To actively involve visitors, Roadwerx created “Let the Wheel Decide”, the perfect game for kids of all ages (and skill levels) to play side-by-side. A colorful branded spinning wheel with sixteen challenge options illustrated common objects and characters. Players stood at several specially built tables that had buckets filled with LEGO bricks recessed in their tops and built the object according to the wheel’s selection. Brand Ambassadors directed the fun and determined the winners. Participants got to experience a building challenge under time constraints just like in the FOX show. It was hugely popular and some guests stayed for hours building with LEGO.
