top of page
FORM & BRICK - campaign that brings LEGO into the world of contemporary art.
To celebrate International Art Day,
I created a conceptual design project
to LEGO. My goal was to recontextualize the iconic LEGO brick as a sophisticated medium for contemporary sculpture
and architectural design.I did this by designing a website for a fictional exhibition hosting eight of the world's most prominent creators and architects.
Design Strategy
In designing the website, I wanted to move away from LEGO’s standard toy aesthetic and adopt a premium fine art gallery feel. I paired prominent serif headlines with clean, minimalist sans-serif typography to establish a refined editorial hierarchy. The layout relies on a neutral cream background that lets
the vibrant artworks take center stage, while iconic LEGO-red accents are used functional for navigation and user interaction.
The Evolution of Form
Following the landing page, I designed a scrolling narrative that traces LEGO's historical evolution from a single wooden object into a complex visual system. The motion sequences of the bricks are synchronized to respond to the user's scroll, echoing the modular precision and grid-based structure of LEGO in an engaging, interactive way.
To showcase the participating designers, I utilized a horizontal layout that mimics the physical act of walking through separate museum halls.This structural choice encourages a more contemplative pace, inviting users to pause and focus on each creator's unique philosophy and their relationship with the material.
bottom of page