03-04-2025_Lego-Education-Curiosity-Park_Akash-Kataria-12

LEGO® Education Curiosity Park

LEGO Education – March 2025

CREATIVE DIRECTION – SPATIAL DESIGN – BRAND STRATEGY – EXPERIENCE DESIGN –  CROSS FUNCTIONAL PARTNERSHIP

To launch LEGO Education’s new Science portfolio and the brand’s first rebrand in over 20 years, I led the creative direction for LEGO Education Curiosity Park, the brand’s debut trade show experience for its entry into core classroom science. Developed with XDAgency for SXSW EDU 2025, the space reimagined a national park as a science classroom, marking LEGO Education’s expansion beyond robotics and after-school programs.

The Concept:

A Classroom Disguised as a Park

The launch carried real weight. Alongside a full brand refresh, LEGO Education was introducing its new Science line and entering core classroom curriculum for the first time, a category the brand had never competed in directly. The booth needed to introduce the new identity, signal that shift, and build hype around the product, all at once. I proposed the concept from the ground up: a booth that felt less like a trade show and more like a national park, with science lessons built into every trail marker and picnic stop. I stayed closely involved through every stage, giving hands-on feedback and shaping decisions as the concept evolved with XDAgency.

Curiosity Park Map
Curiosity Park Top View
Curiosity Park Concept Render
Curiosity Park Concept Render

The result, LEGO Education Curiosity Park, took attendees through a full journey. Park Rangers handed out “Park Passes” to draw people in from the show floor. A Fingerpost Sign welcomed visitors at the entrance. A Discovery Board previewed the 120+ lessons in the new Science line. The Limitless Lockers zone let attendees dig into the four science domains hands-on, while picnic tables hosted playful lesson demos, including a “brick lemonade” tied to the Lemonade Stand lesson. Inside, an underwater-themed classroom hosted 30-minute live demos of the “Save the Salmon” lesson, letting attendees experience the product the way a student would.

From First Impression to Lasting Impact

Curiosity and hands-on discovery weren’t just the theme, they were the design logic. Every zone moved attendees from a high-level introduction to LEGO Education Science toward a deeper, tactile understanding of hands-on learning through play. The new brand identity came through in a way that felt natural, not forced, and its impact reached beyond SXSW EDU itself: elements like the Limitless Lockers concept later showed up, echoed by competitors, at other trade shows.

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