Stephanie Caruso
Stephanie Caruso
We transformed LEGO DOTS into a social-first style experience, meeting Gen Z where they are (online and IRL) with an aesthetic-forward pop-up in Los Angeles. Part content playground, part creative expression lab, the space gave girls new ways to explore their style through DOTS, and put the brand directly in the middle of aesthetic culture.
We didn’t tell girls who to be, we gave them a space (and a style language) to show who they already are. DOTS went from product to platform for aesthetic discovery.
We brought internet aesthetics to life with immersive “core” room builds, each made for maximum shareability and self-expression:
Wandercore: dreamy travel vibes and soft palettes
Island in the Sun: retro resort meets laid-back coastal
Bold & Vibey: neon, graphic, maximalist energy
The full space was a content machine, with every angle styled for TikTok, selfies, and creator drops. Guests could personalize accessories at the design bar, score limited-edition giveaways, and even walk away with an aesthetic quiz that matched them to their DOTS style.
Our strategy was to give LEGO DOTS real cultural traction, we had to flip how the brand showed up:
• Partnered with Gen Z creators to model DOTS their way on bags, tech cases, fit add-ons
• Launched the #youDOTyou movement to connect individuality with creative play
• Tapped Anna Cathcart + Meghan Trainor to boost reach with celeb + fan crossover energy