The LEGO Group’s Boston Hub
Acrylicize’s work at the LEGO Group’s new 157,000 square foot US Headquarters in Boston, MA, centers on a three-dimensional wayfinding system, where stacked LEGO® bricks form directional markers, room identifiers, and floor-level indicators – functional navigational tools that double as sculptural brand moments. Brick-based signage appears in elevator lobbies, color-coded elements flow through each floor, all part of a system that is immediately legible, accessible, and familiar to almost anyone.
The Challenge
The challenge at the heart of this project centered on creating a navigational system that both guides people through a 157,000 square foot workspace, but also embodies the identity, spirit, product, and values of one of the world’s most recognizable toy brands.
Project Vision
The client’s new US Headquarters, spanning six floors in Boston’s Back Bay, was conceived as a dynamic, brand-immersive environment for over 800 colleagues. Every navigational element had to feel as though it came straight from one of a LEGO® set – meticulously considered, playful, and designed for interaction. This was signage built as the brand – brick by brick.
Stacked LEGO® Brick wayfinding
Eric Laignel (Image courtesy of the LEGO Group)
Color-infused wayfinding on Level 10
Eric Laignel (Image courtesy of the LEGO Group)
Detail shot of specialty signage for a variety of rooms
Eric Laignel (Image courtesy of the LEGO Group)
Design + Execution
This is a bespoke system built from scaled-up versions of the LEGO® brand’s iconic interlocking bricks. Every shape, dimension, and placement was precisely aligned with the LEGO Group’s proprietary internal scale systems, ensuring absolute authenticity. The design process itself was embedded in the brand’s universe – layouts were built and tested using the client’s own virtual design software, the same tool used to develop their consumer products. This level of integration meant the wayfinding both referenced the brand’s visual language and was engineered within it.
Each of the six floors is themed around a facet of Boston’s local culture – innovation, sports, recreation, arts and culture, and architecture – with a dedicated accent color that runs through finishes, graphics, signage, and furniture. These colors act as an intuitive floor-identification system, helping users orient themselves without relying solely on traditional directional signage. The palette draws directly from the LEGO® brand’s iconic color range, grounding the local storytelling in a globally recognized visual identity.
This offers a layered wayfinding experience: color tells you where you are, and the brick-based signage tells you where to go next.
All Gender Restroom code signage
Eric Laignel (Image courtesy of the LEGO Group)
Wayfinding totem found in the main reception lobby
The LEGO Group
Intricate detail within signage for a locker room
Eric Laignel (Image courtesy of the LEGO Group)
Color-infused wayfinding in an elevator lobby on Level 6
Eric Laignel (Image courtesy of the LEGO Group)
Project Details
It is a remarkably simple and effective signage and wayfinding system that infuses form and function while playfully representing the iconic brand identity of LEGO.
The iconic form of the Lego brick is used perfectly and with such simplicity to clearly convey the fun and joy of the product. And admirably, the designers avoided the temptation to use Lego’s primary colors, instead employing an elegantly restrained palette throughout.
Design Team
Michael Prisco (senior designer)
Carly Klaire (lead designer)
Robin Gillard (head of production
Sean Drennan (senior artworker)
Zoe Maslen (design director)
Hannah Rummery (global creative director)
Michelle Lynch (account director)
Michele Farruggia (junior designer)
Collaborators
BDG Architecture + Design (architecture)
DCL (Design Communications Limited) (fabrication)
Photo Credits
Eric Laignel, © LEGO Group (photography)
Open Date
May 2025
More in Wayfinding
All Projects-
Read more Driscoll Children’s Wayfinding System
Driscoll Children’s Wayfinding System