We’re proud to have taken home Gold for Permanent Display of the Year for LEGO Smart Play at the 2026 POPAI Awards, alongside Gold in Entertainment & Leisure and Silver in Innovation. The recognition celebrates the creativity, design and execution behind an in-store experience built to bring the LEGO brand to life.

LEGO Smart Play creates a distinctive presence within the retail environment, bringing together thoughtful physical design and engaging elements to create a more compelling way for shoppers to explore the brand and its products.

The three awards recognize different strengths of the same campaign. Gold in Entertainment & Leisure highlights the experience’s ability to capture the spirit of the LEGO brand, while Silver in Innovation recognizes the thinking behind its approach to retail design. At the center is the Gold-winning Permanent Display of the Year, recognizing the impact of the finished experience in-store.

For Outform, the project reflects the value of creating physical experiences that give brands a stronger presence at the point of discovery. Every element was considered to create a cohesive environment that feels unmistakably LEGO while working naturally within the retail space.

We’re proud to see LEGO Smart Play recognized by the POPAI Awards and grateful to the teams and partners who brought the experience to life.

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