LEGOLAND Parks

Client
Merlin Entertainments / LEGOLAND Parks & Resorts

Location
LEGOLAND Windsor, UK
LEGOLAND Malaysia
LEGOLAND Germany
LEGOLAND Florida Resort, USA

Sector
Attractions & Theme Parks
Hospitality & Guest Experience
Location-Based Entertainment

LEGOLAND Parks have featured repeatedly in our work over time, with projects delivered across attractions, entrance features, and resort environments in multiple locations. Each commission addressed a different point in the guest journey, but all shared the same underlying challenge: creating spaces that communicate quickly, support high-energy play, and remain faithful to one of the world’s most recognisable brands.

Journey’s involvement has ranged from early-stage design through to fabrication and installation, depending on the project. Across all of them, the work sits within LEGO’s established visual language, using familiar forms, characters, and environments to create places that feel immediately legible while still offering something new to returning visitors.

Adapting an Iconic IP

LEGOLAND attractions exist within a dense landscape of established characters and settings. Any new environment must sit comfortably alongside what is already there, without disrupting the overall identity of the park. Our work reflects that consistent attention to brand identity across creative mediums, translating LEGO stories into physical environments that feel consistent with the wider world of LEGO while remaining specific to each attraction.

This approach applies across different scales. Full themed areas such as LEGO NINJAGO WORLD required a coherent spatial language across large, complex elements, while smaller interventions, including the re-theming of Destiny’s Bounty at LEGOLAND Windsor or the Coastguard HQ boating attraction, focused on contained environments with a clear visual identity. In each case, scenic structures, character-led features, and architectural set pieces were used to establish recognizable LEGO worlds.

Arrivals and thresholds

Arrival moments play a critical role in busy theme park settings. Entrances, marquees, and approach sequences help guests orient themselves quickly and understand what lies ahead. Across LEGOLAND Parks, we treated these introductory moments as an integral part of the experience, not an afterthought.

Projects such as The Great LEGO Race VR Coaster, NINJAGO WORLD, and NINJAGO: The Ride all included entrance features within their scope. These structures use familiar LEGO forms, characters, and color language to create immediate recognition and set expectations before guests enter the attraction itself.

Design, Fabrication and Delivery

Across the LEGOLAND projects, our role varied by site. Work on LEGO MOVIE WORLD at LEGOLAND Florida focused on early-stage concept and schematic design, supporting the development of a new themed area and its key attractions like Unikitty Disco Drop, a children’s tower ride or Battle of Bricksburg, a children’s water ride. Other projects progressed further, with our teams carrying designs through to fabrication and installation.

This was the case with the Castle Hotel interiors at LEGOLAND Windsor, where interior environments and scenic elements were both designed and delivered by the same team. Retaining responsibility across these stages helped maintain consistency in scale, material quality, and finish once the work reached site.

Across multiple parks

Taken together, these projects reflect a body of work delivered across multiple LEGOLAND parks, shaped by repeat engagement with a complex and closely defined brand. Each commission responds to its specific context, while contributing to a wider visitor experience that relies on clarity, familiarity, and physical presence to work at scale.