Katapult completes work on new LEGO experience

Themed attraction designer Katapult has announced it has completed a new experience for The LEGO Group and Merlin Entertainments.

LEGO Creative Club will become a brand-new area across new openings of LEGO Discovery Centres, after a successful launch at its Brussels location.

Guests are encouraged to explore their imagination with a new play experience – which has already seen higher levels of brand engagement with guests as well as bringing families together through creativity.

Dawn Foote, Katapult co-founder and chief executive, said: “It’s been a pleasure working with both The LEGO Group and Merlin Entertainments on this new experience at LEGO Discovery Centres.

“We implemented our testing and development process, which helped ensure the experience would be successful once rolled-out.

“Through iterative design and feedback from families, we were able to do just that.”

Katapult worked alongside LEGO and Merlin Entertainments on the guest flow, the spatial design and how guests would take part in the experience.

Starting with a Playmaker welcome, then finding inspiration in the LEGO library, to drawing their design ideas before building their unique creation using a range of LEGO bricks.

Finally, guests celebrate their creations, displaying them proudly and capturing the moment in a photo.

As well as creating and testing the new experience, Katapult supported on site implementation, which included creating training resources and operational assets.

Tim Holt, from the LEGO Group, said: “Our continued relationship with the Katapult team, our trusted experience design partners, is helping us create amazing new LEGO experiences that our guests love.

“We are always seeking new ways to engage with the imaginations of children and adults alike – Creative Club is a perfect example of us achieving this.”