LEGO x Pharrell Williams Pinball

Objective

LEGO celebrated its exclusive collaboration with multi-hyphenate artist Pharrell Williams by creating an immersive experiential centerpiece for launch events in Paris and Los Angeles. The pinball machine served as a physical embodiment of the co-designed 'Over The Moon' kit, inviting guests to explore Pharrell's creative influences—music, fashion, street culture, and cosmic inspiration—through interactive gameplay. The experience reinforced LEGO's positioning around creativity and imagination while capitalizing on the cultural moment of Pharrell's 'Piece by Piece' biopic release.

Solution

UNIT9 designed and built a fully functional, space-themed retro arcade pinball machine using 1,500 production hours and over 25,000 LEGO bricks. The machine featured four interactive zones representing different aspects of Pharrell's creative identity. Guests customized digital LEGO minifigures via a WeChat-based web tool, then uploaded them to the cabinet by scanning a QR code. As players navigated the pinball gameplay—hitting ramps, spinners, and bumpers—kinetic LEGO components activated in sequence: a spinning Neptune record (music), an anti-gravity skate park (street culture), and an astronaut fashion show (Pharrell's design influence). Participants received personalized certificates after completing their game. The installation served as the centerpiece for the Paris launch event (September 19, 2024) and the Los Angeles public experience (October 4–5, 2024).

Results

No specific engagement data or attendance figures were publicly disclosed for the pinball experience itself.