LEGOLAND is already a place where kids can dream big, but what if they could build big too? That was the spark behind Parkitect AR, an immersive campaign that hands the blueprints over to the guests.

Using custom AR “construction helmets,” kids (and let’s be honest, their parents too) could design and redesign parts of the park in real-time, right before their eyes.

Around local shopping malls, bus stops, and city streets, out-of-home ads that look like they’re still being built with scaffolding, exposed framework, and oversized LEGO construction minifigs everywhere. The message is simple: LEGOLAND isn’t just a place to see — it’s a place to shape.

Parkitect AR turns passive visitors into active creators and gives LEGOLAND a new role: creative co-pilot. The AR tech adds just enough magic to feel futuristic without losing that tactile, brick-by-brick charm.