LEGO X PHARRELL

Pharrell doesn’t launch products. He launches ideas. So when he partnered with The LEGO Group on the “Over the Moon” set, the opportunity wasn’t a retail moment — it was a cultural one. I developed the story, concept and design for a one-day LEGO play experience on Sunset Boulevard in LA, transforming the space into a launchpad for creativity inspired by the LEGO set. Visitors stepped into a playful universe where building, music and self-expression collided — constructing rockets, customising apparel and exploring installations designed to spark curiosity in kids and adults alike. Part street culture happening, part creative playground, the experience turned a product drop into a invitation to dream big, launching alongside the wider cultural moment around Pharrell’s LEGO-animated film Piece by Piece.