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Hollywood Monster keeps it under wraps

Hollywood Monster keeps it under wraps

After setting a goal to carry out more London-based work, Hollywood Monster has most recently helped Lego to launch its brand-new flagship store in the capital’s Leicester Square.

The company, which has also undertaken projects at Westfield shopping centre and Fortnum and Mason,helped to build the suspense, brick by brick, ahead of the unveiling of the new store towards the end of last year. It is the toy company’s biggest store in the world and Hollywood Monster used 260 square metres of vinyl to produce the giant hoarding that ensured that it remained ‘under wraps’ until the appropriate moment. Designed to resemble a huge Lego toy tub, the hoarding featured a Union-Jack-clad Lego figure, which invited unsuspecting passers-by to watch the ‘store unboxing’, while also informing them that the shop catered for ages 0-99+ and offered 30 million pieces!

To produce the hoarding, Hollywood Monster welded together four graphics and installed them on a prefabricated 44-metre x nine- metre truss. The frame was assembled overnight by a team of 12 fitters, and took a total of 20 man-hours to complete. The result was a freestanding structure that was adorned with banners that were detached and dropped in time for the big reveal.

Simon McKenzie, Managing Director at Hollywood Monster, who worked on the application together with Project Manager, Alice Lutwyche, said:  “It’s rare to be offered an opportunity to build a freestanding structure of this scale in such a high profile location and we really relished the challenge!This was our first experience working with Lego, and it was a real team effort as every step, from the initial design work, to the moment the banner dropped,required meticulous planning. In the event, everything went absolutely according to plan and I couldn’t be happier with the end result.”

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