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LEGOLAND® Resorts’ LEGO® Ferrari Build & Race

This came out just as we envisioned it. We set the bar very high for DI.

Their creativity and determination shined.

Tom Storer, Project Director, Merlin Entertainments

LEGOLAND Resorts, LEGO® and Ferrari had a vision. In a first-of-its-kind partnership, these three household brands aimed to create a physical, digital and content attraction in LEGOLAND California Resort unlike anything we’d ever seen. They just needed a partner to see it across the finish line.

Using innovative racing technology and a little elbow grease, Dimensional Innovations and Good & Roberts were excited to design, engineer and build an interactive and action-packed experience where visitors can build, test, and race their custom-designed LEGO Ferrari.

Since the attraction’s first grand opening in Califonia, our team has brought to life another iteration of LEGO® Ferrari Build & Race inside the LEGOLAND® Florida Resort. Here’s how the experiences work.

 

ZONE ONE: tHE GARAGE

LEGO Ferrari Build & Race contains three zones, starting in The Garage where crewmember Dena, a lively animated LEGO Minifigure, tells the distinguished history of Ferrari, greets visitors and preps them for the big race, even cracking a few jokes along the way. 

The Dimensional Innovations team created Dena’s script and interactive video, aiming to engage and excite visitors while also giving them a glimpse into the backstory of Enzo Ferrari and the famous luxury car manufacturer.

Making their way through Zone One, visitors can take the driver’s seat in the life-size Ferrari F40 built solely out of LEGO bricks – 360,000 to be exact. Not only is this a sweet photo-op, it’s interactive – riders can honk the horn and rev the model engine.

360,000

Number of LEGO bricks used to build the F40 Ferrari model

award-winning

LEGO Ferrari Build & Race was named one of the 2023 "Out of This World Experiences" by LAVNCH [CODE]

 
LEGO

Strike a Pose

A full-scale F40 Ferrari hand crafted from hundreds of thousands of LEGO bricks serves as a one-of-a-kind photo op for all visitors.

Meet Dena

With an abundance of automotive knowledge and quick-witted jokes, Dena interacts with visitors to make for a fun and informative guide to prep racers for their big debut.

ZONE TWO:  bUILD & TEST

Inside Zone Two, mounds of assorted LEGO bricks await the smallest of racers to assemble their Ferrari based on three suggested models – all open to creative interpretation. It’s here visitors get a sneak peek into the realistic design and build processes of Ferrari manufacturing in Italy. 

To see how their LEGO car performs, drivers can use three different test tracks designed to calculate race variables including, engine functionality, jump tracks and top speed. With sounds of roaring engines and garage tinkerings echoing inside the space, racers can send their LEGO model down the steep jump track in an effort to make it through the life-size tire toward the checkered finish line. If successful, a slow-motion capture video of the jump is played throughout the space for all to see.

Before moving into Zone Three, the final challenge awaits. Racers compete against their friends and family to see who has the fastest car. Placing their creations at the top of the steep racing ramp, each racer’s time is calculated to determine who crossed the finish line and in what order.  

4

Build stations to create a customized LEGO Ferrari

SLOW-MO REPLAY

Boost your LEGO racer through the Ferrari tire and watch the video replay in all its slow motion glory

 

ZONE THREE: lET'S RACE

Built and tested to unique perfection, visitors take their models to Zone Three, where the physical and digital worlds become one. 

By utilizing uniquely-engineered stations, racers scan their LEGO creation to be projected on the digitally-replicated Pista di Fiorano, Ferrari’s real-life test track in Maranello, Italy.

GOING GLOBAL

LEGO Ferrari Build & Race is expanding across the pond with locations in Windsor, UK and Billund, DK

 
LEGO

Scan & Score

Once scanned, the LEGO racecar is scored based on the car’s aerodynamic specs. An algorithm created by the Dimensional Innovations team calculates race variables such as weight and drag to predict the car’s acceleration, handling and braking performance. Players can also add custom stickers and a personal license plate to their digital Ferrari.

Lego

Final Touches

While their Ferrari may look pretty sleek on screen, racers must also select effective tires and engine models depending on their LEGO design and changing weather conditions such as wind speed and track slickness. Track conditions change based on real-time weather at the Pista di Fiorano, making for a unique user experience in every race.
 

Lego

Start Your Engines

Drivers then step aside to one of six race stations where they’ll find a 10-inch screen and two touchpad LEGO buttons that act as controls – left for speed bursts, right for switching lanes. In a three-lap race, players will compete against their friends for the fastest lap time as well as a shot at an appearance on the daily leaderboard. 
Each live race is projected on a digital replica of the Pista di Fiorano track featuring 3D replicas of the location’s real landscape and landmarks. At LEGOLAND California Resort, the digital track is positioned on the ground arena-style accompanied by a massive halo display overhead for a bird’s eye view of the action. At LEGOLAND Florida Resort, our team repositioned the digital track to project on the wall to better suit the space.

READY, SET, LE-GO!

At the intersection of technology, competition and imagination, LEGO Ferrari Build & Race puts you behind the wheel for a race you’ll never forget. And to that,

we wave the checkered flag. May the best LEGO Ferrari win. 

 

LEGO, the LEGO logo, the Brick and Knob configurations, the Minifigure and LEGOLAND are trademarks of the LEGO Group. ©2022 The LEGO Group. LEGOLAND CALIFORNIA RESORT AND SEA LIFE ARE A PART OF THE MERLIN ENTERTAINMENTS GROUP.

 

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Spencer Farley

Spencer Farley

Practice Director

Spencer has been an integral leader of the Entertainment, Hospitality and Retail practice at Dimensional Innovations since 2018. Having a passion for building and maintaining relationships, he has the luxury of... more about Spencer Farley Spencer Farley Spencer Farley Practice Director

Spencer has been an integral leader of the Entertainment, Hospitality and Retail practice at Dimensional Innovations since 2018. Having a passion for building and maintaining relationships, he has the luxury of working with high-profile brands that have been 30+ year partners to DI and also developing new and exciting partnerships within these verticals. 

Spencer’s strength lies in connecting with clients and their projects, helping blend the digital and physical environments. His creative cohesion and collaborative approach detail the project vision through research, ideation and execution strategies.

Spencer enjoys connecting with strategic partners and creatives around the globe, brainstorming the latest in experiential and immersive experiences. He is an active member and regular attendee of various conferences, including the Themed Entertainment Association (TEA), International Association of Amusement Parks and Attractions (IAAPA), Entertainment Experience Evolution (EEE), and CinemaCon. 

Outside of the office, Spencer spends time with his beautiful wife, Kaitlin and son, Charlie. You can also find him cheering for the Kansas City Chiefs and Royals and his beloved Arkansas Razorbacks. Spencer received a Bachelor’s in Business Management and a Master’s in Sports Management, both from the University of Arkansas. 

Ashley Elliott

Ashley Elliott

Associate Account Director

Ashley values meaningful relationships and the importance of positive experiences.  She has five years of sales experience and is passionate about driving company growth through new relationships from creative strategies. She is always... more about Ashley Elliott Ashley Elliott Ashley Elliott Associate Account Director

Ashley values meaningful relationships and the importance of positive experiences.  She has five years of sales experience and is passionate about driving company growth through new relationships from creative strategies. She is always up for a challenge and drives business efforts in several verticals which include: transit, cultural, healthcare, entertainment, retail and strategic partnerships.

 

Ashley loves to be outside on long walks with her dog, Murphy, trying out new recipes, playing tennis and cheering on the Jayhawks with her family and friends. Ashley graduated from the University of Kansas with a Bachelor’s Degree from the School of Journalism in Strategic Communications with a Business Minor.

 
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Get In Touch With Our Experts

Every big opportunity starts with a small step forward. We're here to help you! Let’s jump on the phone, say hello and discuss your need, idea or project in a quick 15-minute FIT call. Prefer email? That's cool, too! Drop us a line - we're always happy to connect.

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