Member Article

Front appointed by LEGOLAND® Resorts for new South Korea theme park launch

Sheffield-based creative agency Front has been appointed by LEGOLAND® Resorts to create and develop the key visual for the launch of the iconic toy brand’s newest theme park which is scheduled to open in South Korea in 2022.

LEGOLAND® Korea will be situated on the island of Hajungdo in Chuncheon, located approximately one hour’s journey east of Seoul and within a two-hour drive time of nearly 24 million people. The full-scale theme park resort, which is being built in partnership with the Gangwon Provincial Government, will also incorporate a fully themed LEGOLAND® Hotel.

This is the second major LEGOLAND® Resort project that Front has won after it was appointed last year to deliver the key visual for LEGOLAND® New York which is currently under construction in Goshen, New York, and is scheduled to open in 2021.

Like New York, the brief for LEGOLAND® South Korea will see the Front team create a key visual that will be used across all promotional and marketing platforms including online, brochure, print and video formats. The aim is to encapsulate the excitement of a day at the park, showcase its attractions - including short hotel offers - and reference its unique landscape.

Lucy Redmond (pictured) – Account Director at Front – commented: “We are delighted to have been appointed by LEGOLAND® Korea. Over the past few months, we have worked hard on the key visual for LEGOLAND® New York so it will be fantastic to apply what we have learned to Asia’s newest resort.”

Dawn Stailey - Head of Marketing for Legoland® New Openings – said: “Since we started working with Front last year, the team has really understood our business and the geographical/ cultural differences that we have to be mindful of. Its insight driven rationales, and the project management support it delivers across multiple continents and time zones, have also added real value. The creative delivered so far for New York has been first class, so I’m looking forward to seeing how the South Korea project develops.”

This was posted in Bdaily's Members' News section by Front .