San Diego LEGO®-Con

This year, the LEGO Group created San Diego LEGO®-Con (SDLC) as a way to elevate their role at San Diego Comic-Con from exhibitor to experience-maker, celebrating fandom in a manner unique to the brand while setting a new standard of brand storytelling to provide a look inside the world’s most beloved fan convention.
Standing out among 900+ exhibitors is no small feat, which is why the LEGO Group set out to design an experience that felt less like a booth and more like a living storyworld, paying homage to Comic-Con’s unique style. The centerpiece of the booth was a massive LEGO brick-built diorama of the convention featuring over 200,000 LEGO elements and packed with stories, deep-cut references, and nods to Comic-Con history. It served as both spectacle and creative hub for the weekend; fans were invited to build their own SDLC convention booths, which were added to the diorama each day to create an ever-evolving showcase of fandom.
San Diego LEGO-Con was built for fans to engage as co-creators, not just spectators, through hands-on building and gaming. The LEGO Group further leveraged the SDLC space, and San Diego Comic-Con as a whole, as a moment to reveal products from key themes such as LEGO NINJAGO, Star Wars, Wicked, and beyond. The entire experience was meant to celebrate the fans and the convention, delivering the ultimate “only at Comic-Con” moment in a way that only the LEGO brand could.
From the graphics and signage to the brand ambassador uniforms and giveaways – every touchpoint was carefully crafted to tell the story of LEGO-Con and honor the spirit of Comic-Con.
Over the four days, the experience drew record engagement with 82,000+ visitors, 7,000+ fans became part of the story by building their own 10x10 LEGO booths. The activation resonated far beyond the convention center. Social and media coverage amplified the experience, with fans sharing images of the diorama, their builds, and selfies with life-sized LEGO characters.
SDLC was more than a brand experience, it was a love letter to the convention and fandom, designed and built by fans, for fans.