LEGO unveils state-of-the-art DOOH special build using clever mid-air haptics technology

November 02, 2020

The LEGO Group UK and Ireland has used the latest advancements in touchless screen technology to create the first ever digital out of home (DOOH) immersive play experience on an Ocean Outdoor screen at London’s Westfield Stratford shopping centre.

Managed and produced by Ocean Labs, the interactive showcase used Ultraleap’s mid-air haptics technology which replaces touchscreen activity with displays and interfaces that are triggered by natural hand interactions.

LEGO fans and families visiting Westfield Stratford this weekend were able to move, rotate and build virtual LEGO bricks using intuitive hand gestures.

The use of haptics allowed children to create their LEGO models virtually, by feeling the bricks in mid-air and picking them up on the large format Four Dials screen above them to build cars, ducks and trains.

The experience was part of the LEGO Group’s ‘Rebuild The World’ campaign, which aims to encourage children to develop and retain the skills needed for tomorrow’s world by celebrating their creative resilience and endless imagination.

We are thrilled to be the first company in the UK to use this new technology and create a unique way for families to showcase their creativity on such a grand scale.”

Marius Lang, head of marketing, the LEGO Group UK and Ireland

Ocean is the first, preferred DOOH media owner in the UK to work with technology company Ultraleap to facilitate of the roll out of touchless campaigns across its premium retail and city centre portfolio.

The virtual technology, which doesn’t require any wearables, is integrated into Ocean screens in key experiential spaces and deployed on a campaign by campaign basis, allowing audiences to trigger or control screen content using hand gestures instead of touch surfaces.

The experiential project was developed by Ocean Labs in association with Initiative and Rapport.

This was a complex special build with many moving parts, but the virtual game play showed just how creative and adaptive children are. It was exactly on brief for LEGO’s broader campaign and a great example of our partnership with Ultraleap in practice.”

Ocean Labs senior project manager Melanie Blood

Families unable to visit Westfield Stratford can contribute their own LEGO builds on a digital version of the globe by submitting them at lego.com/rebuild-the-world.

Share or Email this content
Graphic Display World

Email us your news, PR, case studies to [email protected]

Latest from Graphic Display World

Roland DG (UK) Ltd - VersaUV Double Your Profits
FESPA Global Expo 2023 Opens In... May 23, 2023 10:00 am 61
The Print Show 2023 Opens In... September 19, 2023 10:00 am 180
PRINTING United Expo 2023 Opens In... October 18, 2023 10:00 am 209
Sign & Digital UK 2023 Opens In... March 21, 2023 10:00 am
Your 300 x 300 Banner Here
drupa 2024 Opens In... May 28, 2024 10:00 am 432

The UK's coolest wide format printing trade press website specialising in providing punchy and concise up-to-the-minute news, views and industry opinions ...

Latest News

FESPA Global Print Expo 2023 set to welcome strong line-up of 490 international exhibitors

FESPA Global Print Expo 2…

Mar 20, 2023 Rate: 0.00

Roland DG launches new high-value brand of inkjet printers

Roland DG launches new hi…

Mar 20, 2023 Rate: 0.00

ICScolor expands supported displays for Remote Director

ICScolor expands supporte…

Mar 20, 2023 Rate: 0.00

Fujifilm releases Uvijet HZ thermoforming ink for its Acuity Prime series of flatbed presses

Fujifilm releases Uvijet …

Mar 17, 2023 Rate: 0.00

Epson now shipping high-speed SureColor P-Series and T-Series wide-format production printing solutions

Epson now shipping high-s…

Mar 15, 2023 Rate: 0.00

Featured News

RadWraps, Phototex and ColourShield provide dementia-friendly graphics installations

RadWraps, Phototex and Co…

Aug 16, 2022 Rate: 0.00

SkinzWraps races ahead with Drytac for Gas Monkey Garage wall graphics project

SkinzWraps races ahead wi…

Aug 04, 2022 Rate: 0.00

Agfa-Gevaert to acquire Inca Digital Printers, taking a significant step in its digital printing business

Agfa-Gevaert to acquire I…

Apr 20, 2022 Rate: 0.00

Phototex is sustainable solution for wall decorations

Phototex is sustainable s…

Apr 19, 2022 Rate: 0.00

Type One Style gains versatility and economy with the VersaUV LEC2-330 printer

Type One Style gains vers…

Feb 23, 2022 Rate: 0.00

Features/Applications

Reaching new printing heights with the Roland IU-1000F UV-LED flatbed printer

Reaching new printing hei…

Feb 27, 2023 Rate: 0.00

Makroser Tekstil’s carpet production soars with a Mimaki TS300P-1800 sublimation transfer printer

Makroser Tekstil’s carpet…

Dec 20, 2022 Rate: 0.00

Phototex Self Adhesive Fabric on Display at the Imperial War Museum

Phototex Self Adhesive Fa…

Dec 19, 2022 Rate: 0.00

MacroArt's large scale graphics installation helps turn Soho's streets into a new reusable gallery

MacroArt's large scale gr…

Dec 07, 2022 Rate: 0.00

Mimaki 3D printed models star in ITV trailer for Emmerdale soap opera

Mimaki 3D printed models …

Dec 06, 2022 Rate: 0.00

Your 1100 x 100 Banner Here

SEARCH