In a larger than life collaboration with Merlin Entertainments, our Spatial Storytelling team worked to theme the entire LEGOLAND® Hotel in Carlsbad, California. For most makers like us, playing with our LEGO® sets began our love for finding out how things work. It was the opportunity of a lifetime to work with these large scale LEGO® pieces on an immersive project that will inspire younger generations.

The technical challenge of this particular project was working with the necessary elements of a real structure (architecture, plumbing, lighting and electricity) while still staying uncompromisingly consistent with the LEGO® brand, scale and the availability of pieces. Our team painstakingly studied and codified LEGO® catalogs, which helped us in making crucial decisions that allowed us to have an informed design perspective and the ability to troubleshoot areas where architecture and plastic bricks weren’t playing nicely.

The result of our collaboration with Merlin is a beautifully themed hotel including a 60-foot tall LEGO® tower and an army of 2-foot tall LEGO® men, along with mass produced themed elements for every single room. We’re incredibly proud to have been involved with a project of this scale.


“Dear Jay,

I have just concluded a review of the new LEGOLAND® hotel at Carlsbad with the representatives from LEGO®. As you are aware, Merlin Entertainments have to secure approval of all LEGO® content within our LEGOLAND® properties, with regards to quality of Theming and accuracy to the Brand.

I wanted to share with you that they were delighted with the whole Hotel product and experience; we secured approval of the project with flying colours!

This is the result of Storylands’ attention to detail in the design, terrific skill in the manufacture and willingness to go the extra mile when resolving conflicts during the installation; and I wanted to say how much we appreciate all of your hard work.

After 7 months trading at the hotel with virtually 100% occupancy, I was very pleased to see how well the Theming finishes look, with very little wear and tear. We are now in the design phase of a further hotel in the USA, at LEGOLAND® Florida and will be in touch in due course to discuss your continued involvement in our hotel developments.

It was both a pleasure and fun to work with your team, and we look forward to doing so again.

Best wishes

Dani Charleson-Gallacher

Hotel Brands Director

Merlin Entertainments”