Barcelona Store Opening
Brand Activations
Copywriter | Tracy-Locke
As LEGO began rolling out their new retail experience – stores of the future (SOTFs) – across the world, I helped LEGO launch their most successful store opening in beautiful Barcelona.
Approaching our October opening, we wanted our launch to capture the vibrant, creative Catalan spirit Barcelona is known for. Then, we discovered the Fires de Sant Narcis festival.
This two-week celebration honors the patron saint, Sant NarcĂs. Featuring over 200 events and attractions that erupt the city into a party, what inspired us were two Catalan classics: TrecandĂs, and the plate drop.
TrecandĂs, the most popular technique for creating mosaics was made famous by legendary Spanish architect, Antoni GaudĂ, which involves breaking objects and re-arranging the broken pieces into a new creation.
The plate drop symbolizes good luck, new beginnings, and unity in local celebrations.
Piecing together Catalan celebration culture and a local legends creative style, we dropped a 62,000-piece, mosaic-style plate to open LEGO Barcelona’s SOTF.
In this campaign, I supported concept development, pitch writing, plus drove store traffic by rewarding Catalans exclusive prizes and discounts for returning plate bricks to the store.
