Inspiring kids to join in a world of racing-inspired interactive play, from physical bricks to digital tracks.
LEGOLAND
Merlin Entertainments, owners of LEGOLAND Parks/Resorts, came to DI with the concept for a new attraction based around the Ferrari racing experience. Working directly with Merlin, and both the LEGO and Ferrari brands, the DI team created a wide range of content and interactive activations, culminating in a “digital test track” experience where kids could scan and race LEGO designs of their own creation on a digital/physical reproduction of the real Ferrari Test Track in Marinello, Italy. >>
// Credits //
Creative Direction: J. Hendricks / T. Kail / R. Grey
Design: DI Design
Fabrication (Excluding minifigures and Ferrari F40): DI Team
Development: DI Team
Editorial / Post: J. Burghart / D. Brewer / T. Kail
Writing: A. Kerr / T. Kail
A talking LEGO minifigure greets guests as they arrive at the experience, priming them for what’s to come, and providing a history of Ferrari.
The experience is packed with different “testing” activations leading up to the digital test track, from a sensor-based speed test, to an engine audio “tuning” ramp, to an instant-replay-enabled series of jump ramps.
The digital experience begins with a proprietary 3D scan of each guest’s creation, with the ability to affect on-track, real-world dynamics like the car’s aerodynamic profile, and estimated scale/weight.
The digital test track is a combination of LEGO built elements and projection mapping.
Six different scanning stations provide access and throughput for guests, and also creates a fun on-track dynamic where multiple cars, including computer-driven NPC’s, race simultaneously.
Creating a multi-sensory, accessible space for play was key to the entire experience, giving guests of all ages the ability to participate at all levels.