LEGO® × FIFA World Cup 2026™

How do you bring the joy of football and LEGO® play to the middle of New York City? You take over Rockefeller Center.

Working with the LEGO Group and the team at XDA, we created a fan experience anchored by a 28-foot LEGO FIFA World Cup trophy—built from more than 1.36 million LEGO bricks by 59 builders over 7,040 hours. Nearby, a 20×40-foot play zone invited visitors to build, explore, and contribute to a giant mystery mural.

I helped concept and art direct the experience, then led its 2D design—from the building stations, signage, and LEGO Editions graphics to the way guests moved through the space. I also helped shape the trophy photo moment and the placement of its four larger-than-life footballer figures. It took a village to bring all those pieces together. Quite literally.

In the first week, the play zone welcomed 9,440 visitors, who built 9,200 mural tiles, while the trophy photo op drew 15,570 visitors of its own (including me). The experience went on to generate 74.7K engagements across media and social, with the trophy’s interactive photo moment garnering 1.2M views.

See how 1.36 million LEGO bricks became a 28-foot World Cup trophy. →