Legoland

Legoland Windsor Resort, also known as Legoland Windsor, is a child-oriented theme park and resort in Windsor, Berkshire in England, themed around the Lego toy system. The park opened in 1996 on the former Windsor Safari Park site as the second Legoland after Legoland Billund in Denmark. In common with the other Legolands across the world, the park’s attractions consist of a mixture of Lego-themed rides, models, and building workshops.

The team was brought in to complete a full wayfinding survey of the entire site. The aim was to formulate a strategy to guide visitors through Legoland, providing them with an enjoyable experience without any of the park’s main attractions being missed. A positive memory of the park as a stress free environment, with great entertainment and attractions is vital to Legoland’s success.

A strategy was deliberated at length by our consultants, who wanted to ensure all commercial considerations were met. The team did not want to over-complicate the system, understanding that many children would by navigating the site.

Simple maps were designed to harness the users in-built navigation processes rather than work against them. Allowing for a naturally and smooth process of navigation around the site’s main features, ensuring that valuable experiences are not missed. This gentle guidance required a consistent signage strategy, providing a common understanding between all users.

The team specified signs which had a primary purpose of functionality, accurate information was seen as key to creating an efficient theme park.

The second purpose was to carefully design signs that helped create a fantasy land that could be instantly related too, signs which would not seem out of place in a ‘Lego world’. The necessary information must be easily recognised and understood whilst blending in with the environment, but ready to jump out loudly when required. The consultants also needed to appreciate the commercial considerations of the park, directing families towards shops and restaurants, to further improve the Legoland experience. Showing visitors to retail and restaurant outlets allowed for further revenue to be generated.

Legoland has enjoyed tremendous success over many years now, the consultants played a crucial part in providing a proficient wayfinding structure for visitors and tourists. The theme park has been made intuitive to navigate and incorporates a range of rides and experiences to be enjoyed by children and adults alike. Feedback regarding the user experience of the park has always been positive and we are proud to have worked alongside The Lego Group.