The brief was clear enough: develop a packaging experience that would reflect both the adult audience of the product and the exclusiveness of our IP partner. The product itself was a first of its kind: a LEGO Technic interpretation of the iconic Porsche 911 GT3 RS, full of advanced features and functions. It’s a complex, challenging LEGO building experience, one that gives the builder a deep appreciation and knowledge of this top-ofthe-range sports car.
It was clear that the packaging concept would have to match the level of ambition of the model itself. A concept that would stand out from the crowd on the shelf and make that all-important purchasing decision an easy choice. We wanted to create a special experience that would last all the way from the initial act of opening the box until the last LEGO element was snapped into place.
We started by attempting to re-create the exquisite attention to detail of the car itself: a soft-to-the-touch, matt lacquered finish and a lid with just the right amount of resistance when being removed.
And once the lid is removed the closely packed box is revealed – just like raising the hood on the engine room of a Porsche 911. The first thing that you notice are the rims on the lefthand side – specially developed for this model and a true copy of the original Porsche wheels. Then there are the numbered boxes, each one a separate building step that mirrors the way the actual GT3 RS sports car is constructed in the factory in Stuttgart. In the middle lies an eye-catching orange coloured 500+ page book. This is both the step-by-step building instructions for the LEGO Technic model and the story behind the close cooperation between the two companies who came together to create this unique LEGO experience.