Public Art / LEGO DOTS #YouDotYou Activation
LEGO DOTS #YouDotYou Activation – Westfield, London, 2022
Commissioned by experiential agency The Producers, this project formed part of the launch campaign for LEGO DOTS’ #YouDotYou activation at Westfield London.
The installation recreated a design-led bedroom environment where families could explore and customise LEGO DOTS products. The activation ran during the May half-term and invited children to experiment with pattern, colour and 2D play.
I was brought in to lead the colour direction and oversee the surface treatment of the bespoke furniture elements within the space.
Creative Direction and Colour Systems
My role focused on translating LEGO’s brand palette across a multi-surface, three-dimensional environment.
The bedroom set included a bed frame, desk, shelving and storage units. Multiple colour routes were proposed to explore how tonal relationships would perform across edges, planes and intersecting surfaces.
Each approach considered:
• How colour wraps around corners
• How surfaces interact when viewed from different angles
• How furniture sits within the wider branded backdrop
The final scheme balanced vibrancy with clarity, ensuring the pieces felt expressive while remaining consistent with LEGO’s visual identity.
Pattern Design and Fabrication
Alongside the painted elements, I developed a series of LEGO DOTS-inspired patterned panels specifically for the activation.
Designs were created in alignment with LEGO brand guidelines and signed off prior to production. My team and I then physically constructed the dotted LEGO panels, assembling the components before they were integrated into the furniture pieces.
This stage required both visual sensitivity and production accuracy, ensuring that the patterns retained their intended rhythm and clarity once scaled and installed.
Production and Installation
Through Absolutely Studio, my team and I handled the painted production of all bespoke furniture elements.
Durability and finish were key considerations, as the activation was designed for high footfall and direct public interaction.
We worked closely with the agency and build team to ensure:
• Colour accuracy to brand standards
• Consistent finish across all surfaces
• Seamless integration with the wider set build
Our involvement extended to on-site installation, supporting the placement and integration of the painted elements within the completed environment.
Context
This commission followed earlier LEGO collaborations, including House of DOTS at Coal Drops Yard with Camille Walala, where I was responsible for painted production delivery through Absolutely Studio.
For the #YouDotYou activation, the emphasis shifted from artist-led intervention to colour direction, pattern development and production expertise within a global brand framework.
Outcome
The completed activation delivered a confident, interactive environment supporting LEGO DOTS’ product launch.
By coordinating colour systems, custom pattern design and hands-on fabrication, the installation achieved visual cohesion across all furniture elements while remaining durable and brand-aligned.
Project Details
Commissioning Agency: The Producers
Client: LEGO
Activation: LEGO DOTS #YouDotYou
Location: Westfield London, Shepherd’s Bush
Year: 2022
Role: Colour Direction, Pattern Design, Fabrication & Painted Production
Delivery: Absolutely Studio