LEGO®
Rose & Prose
Agency: Smarts
Brand: LEGO®
The Brief
Modern expressions of love have become increasingly fast, digital and impersonal.
Use LEGO® Botanicals as a catalyst for more meaningful Valentine's gestures by transforming a much-loved cultural landmark into a romantic, immersive brand moment, helping people to create thoughtful, considered messages for their lovers.
"This year I'm working with the LEGO® group to bring back proper love letters."
Caroline Quentin, Actor and Writer
Taking over the iconic Notting Hill Bookshop, KGA reimagined the space as a living expression of romance. Hundreds of LEGO® Botanicals bouquets were suspended overhead and woven through the shelves, filling the store from floor to ceiling and transforming a familiar literary setting into an unexpected Valentine’s experience.
At the heart of the experience, actor and writer Caroline Quentin typed bespoke love notes in real time, helping visitors articulate their sentiments. Each message became a personal, tactile takeaway - a refreshing change from quick texts, DMs and automated expressions of love.
The Delivery
Production & Logistics
Public Event Management
Location Sourcing
Design &
Art Direction
Live Event
Management
