LEGO / Hidden Side

Description

LEGO® Hidden Side is a creative building toy, tech toy and AR game all rolled into one. Kids can build a multi-layered model, then use a free interactive Augmented Reality app to hunt and trap ghosts.

As a long-time contributor to LEGO innovation, I was invited to perform early-stage conceptualisation and experimental work exploring the combination of AR and physical LEGO bricks. I performed multiple explorations into the core message of where the physical world actually influences the AR layer and promoted understanding of what good augmented reality play was. These learnings were then applied to Hidden Side eventually culminating in an interactive multiplayer ghost-hunting experience.