LEGO Botanicals Bloom Bar

In partnership with Our LEGO® Agency, we designed, built and ran the LEGO® Botanicals Bloom Bar in Amsterdam, as well as designing the global toolkit. We made a fresh take on the traditional Valentine’s bar, strategically created with the philosophy of “Where connections click” at its core.

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From insight to execution, the entire experience was engineered around how people meet, interact and bond, shaping a consumer journey that intentionally moved guests from curiosity, to participation, to meaningful shared moments. From the ground up, we designed and produced the entire bar interior, transforming the space into a fully immersive brand environment built to facilitate interaction. Guests stepped into a setting where cocktails were swapped for flowers. Each guest could choose to build one of three blooms, including an event-exclusive black rose. Curated menus, themed mocktail pairings and conversation click cards were designed as social catalysts – structured touchpoints that lowered barriers and sparked genuine moments that mattered.

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By blending familiar bar culture with playful LEGO® Botanicals twists and discoverable brand moments, the experience balanced comfort with novelty and luxury to encourage engagement, wonder and joy throughout. Custom photo booths captured shared memories, while a dedicated wrapping station elevated each build into a giftable gesture, turning time spent together into something tangible to take home (for free!), extending the connection beyond the event itself. Blooming fabulous!

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