In partnership with Jamie Stone and Chris Newham – SYNC, London, we designed LEGO Discovery Centre’s new playful and future facing design, which is true to brand world of LEGO, yet distinctive to drive the Discovery Centre to the next level of success. New identity was launched with the opening of the new Centre at Brussels before rolling it out to the rest of the existing CENTRE/CENTERs across 4 continents. It’s a simple design yet differentiated within the mega world of LEGO brands and from customer standpoint. We reached the bespoke brand marque design post designing hundred different ideas and versions. Must confess It was one of the most challenging design jobs we have undertaken at Fruits but joyful! Many thanks to the Merlin and LEGO brand teams for believing in us.