LEGO x
PHARRELL WILLIAMS
/ PINBALL EXPERIENCE
SCROLL
[ EXP ]
ACTIVATION
HKG
YIFEI CHAI
UNIT9
Inspired by a cosmic imagination, we transformed LEGO bricks into a working arcade machine – where play, music, fashion, and creativity collided.
To celebrate an exclusive collaboration with Pharrell Williams, we helped LEGO turn creative inspiration into play – crafting a retro arcade experience that invited audiences to explore Pharrell’s world and unlock their own creativity.
“ We crafted an irresistible retro arcade experience with LEGO, telling the story of Pharrell Williams’ cosmic inspiration.
Yifei Chai
Executive Creative Director
COSMIC
ARCADE
[ EXP ]
/ ACTIVATION
HKG
EXECUTION
Inspired by Pharrell’s Over The Moon kit, we designed and built a fully functional, space-themed pinball machine to act as the centrepiece of the event.
Constructed from over 25,000 LEGO bricks and taking 1,500 hours to build, the retro arcade game drew crowds in through pure spectacle and hands-on play.
Guests customised digital LEGO minifigures via a web tool, uploading them into the pinball machine by scanning a QR code to personalise their experience. From there, they stepped up to play – navigating ramps, spinners, and obstacles in a race for the highest score.
RETRO
REMADE
HKG
[ EXP ]
/ ACTIVATION
Narrated by Pharrell himself, the game featured four interactive zones representing his key influences: music, fashion, street culture, and cosmic inspiration.
As players triggered sensors throughout the machine, kinetic LEGO elements burst into life – from a spinning Neptune record to an anti-gravity skate park and a space-age fashion show featuring astronaut mannequins in Pharrell-designed outfits.
At the end of each game, players received a personalised anti-gravity certificate before building their own physical LEGO minifigure and adding it to the evolving installation. The experience extended further through the Cosmic Inspiration Archive, where visitors explored LEGO’s space-themed stories and shopped the event collection.
[ EXP ]
/ ACTIVATION
HKG
RESULTS
The LEGO x Pharrell Williams Pinball experience brought together physical craft, digital interaction, and playful storytelling into a single connected installation.
[ EXP ]
/ ACTIVATION
HKG
CREDITS
Client
Platform
Release Date
Location
Technology
Kind
Industry
Target Market
Lego
Event
2024-09-20
Hong Kong
Gamification
Experiential / Product Design
Entertainment
Asia