LEGO Malaysia wanted to expand to the online space as an alternative sales channel to their traditional LEGO Certified Stores in South East Asia through the development of the region’s first e-commerce platform – with plans to roll the system out to the rest of the SEA countries in the future.

Being a toy collector myself, it was an especially fulfilling experience for myself and my team to be able to work on this project. There was a rule that the actual word ‘LEGO’ was not allowed to be used in the site’s domain name even though it is an official store. Therefore, we came up with the name BrickMagic to reflect the endless possibilities of the product. LEGO is all about imagination, exploration and play. Brickmagic.asia was designed to mimic a space that was actually constructed by LEGO pieces. Background and UI elements were shaped as the iconic brick to immerse shoppers into the world of this amazing brand.

An easter egg play area was also designed into the footer of the website allowing users to explore, add to the scenery and select the vehicle of their choice if they feel a need to take a break from all that shopping.