To celebrate LEGO’s partnership with Pharrell Williams and the premiere of Piece by Piece, Crown + Conquer brought Project Joy to life through an immersive, multi-market experience that invited guests to see, touch, and build the future of play.

In New York City, the creative playground unfolded as a galaxy of imagination – an interactive universe filled with hands-on LEGO builds, custom minifigs, spatial audio, a cosmic ball pit, and a live DJ set by Venus X. Designed for kids and adults alike, the experience allowed over 1,000 guests to engage with LEGO like never before – leaving with 1-of-1 creations and a renewed sense of wonder.

From curated candy bars to augmented reality moments and a “Build the Change” challenge narrated by Pharrell, every touchpoint was an invitation to explore the joy of limitless self-expression.