Part of the global Moving Ideas exhibition series, Make Believe: How Toys Shape Society translates the brand’s ethos of free-flowing ideas into a cohesive exhibition experience spanning editorial, wayfinding, spatial, partnership, and experiential design.
A lightweight, joyful breakout as the concept, the project explores ideas springing beyond limits into open space, inspired by Moving Ideas’ vision of free-flowing imagination. Guided by three visual keywords — free, airy, and playful — the design language takes shape through pixelated elements that dissolve boundaries, generous negative space that creates openness, and a softly contrasted multi-colour palette that evokes a warm, toy-inspired playfulness. This is further reinforced through the type choices of Tiny 5, a pixelated typeface, and Epilogue, a modern sans serif that ensures clarity and legibility.
The exhibition brochure and poster extend the visual identity into print, translating the concept through a considered balance of imagery, typography, and layout. Together, they communicate key information while reflecting the project’s design language.
The design extends across tickets, banners, signage and exhibition entrance, creating a cohesive visual system that carries through the exhibition space.
The LEGO collaboration extends the exhibition experience beyond the gallery, translating the visual concept into playful, buildable forms. By reimagining key elements as interactive objects, it allows visitors to engage with the exhibition in a tangible and lasting way.
This project is a conceptual student work and is not affiliated with or endorsed by LEGO.