We transformed ToyChamp's store entrance into a captivating immersive experience with four perfectly synchronized 3D screen animations.
- Client
ToyChamp x LEGO® - Year
2024 - Format
Immersive screens - Industry
Retail
We created an immersive journey for ToyChamp, transforming the store entrance into a gateway to the LEGO® DREAMZzz™ universe.
The journey begins on the first step of the escalator…
Escalator Adventure
Along the upward journey, four strategically placed screens bring the LEGO® DREAMZzz™ characters to life, following the visitor from one display to the next.
At the start of the stairs, a character invites the visitor to go up with them. During the ascent, the character transistions from the real world into the Dream World, passing through a magical portal that reveals their Dream World transformation.
1. Characters step on the escalator and look at the viewer, inviting them to join.
2. Faschinated, the characters stare into the portal that transports them to their dream world.
3. Characters are transformed and are amazed by their new outfit and perks.
4. Characters are excited to go further into the dreamworld.
Matching virtual with reality
Thanks to special synchronization software, the animations are timed perfectly to match the ascent, creating the illusion that the characters are truly accompanying you into the store. A seamless passage, blurring the line between reality and fantasy!
3D characters
Our team meticulously crafted 3D animations for the LEGO characters – 4 in total, with each their own transformative journey into the LEGO® DREAMZzz™ universe.
Concept sketches of the full escalator journey
