LEGOLAND California, in partnership with LEGO® and Ferrari, set out to create a first-of-its-kind immersive attraction that would meaningfully blend two iconic brands while delivering an engaging, repeatable experience for guests of all ages. The project required integrating physical fabrication, digital systems, and operational guest flow into a single, scalable experience — without compromising brand standards for either partner.
Serving as cross-functional team lead, I coordinated design, technology, fabrication, and stakeholder teams to ensure alignment with brand standards, safety requirements, and throughput goals from day one. I oversaw the end-to-end delivery of a three-zone interactive environment: a branded introduction space anchored by a life-size LEGO Ferrari F40, hands-on build and test stations with real-time performance feedback, and a digitally simulated race experience.
A custom algorithm was developed to model real-world racing dynamics based on each guest's physical LEGO build — ensuring the experience felt genuinely responsive and competitive rather than scripted. I managed the integration of physical builds with scanning technology to make this connection reliable, repeatable, and engaging at high volume.
The attraction successfully delivers high-volume guest interaction while maintaining brand fidelity for both LEGO and Ferrari, technical stability across all interactive systems, and an engaging competitive experience that drives repeat play. Throughput increased from 400 to 600 guests per hour through careful sequencing of engagement moments, time-bound activities, and live user testing and iteration during development.
Partnering closely with Merlin Entertainment's operational teams ensured the experience was designed not just for opening day, but for sustainable long-term operation — balancing experiential ambition with constructability and operational practicality.
