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Hollywood Monster helps Lego keep its flagship London store under wraps
Hollywood Monster has helped Lego to to unveil its brand-new flagship store in Leicester Square. The new site is the toy company’s biggest store in the world and required 260 square metres of vinyl to stay hidden while construction work was in progress.
Disguised as a Lego toy tub, the building’s huge hoarding featured a Union-Jack-clad Lego figure who invited passers-by to watch the ‘store unboxing’. Continuing the theme of making the store a giant toy box, in the place of the usual product description customers were informed that the shop would be suitable for ages 0-99+ and had over 30 million pieces inside.
The project was brought to life by welding together four graphics and installing them on to a prefabricated 44mx9m truss. The frame was assembled overnight by a team of 12 fitters, taking 20 man hours in total. The result was a free-standing structure with banners that could be detached and dropped in time for the big reveal.
Simon McKenzie, managing director at Hollywood Monster says: “This was our first experience working with Lego, and it was a real team effort: every step from the initial design work to the moment the banner dropped took meticulous planning to execute perfectly. I could not be more pleased with how it turned out and I hope this is the first of many collaborations between us.”
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