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Campaign Middle East
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Shantelle Nagarajan
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Behind the LEGO, Dubai Metro anniversary activation

Shantelle Nagarajan
posted on

Campaign Middle East spoke with LEGO's Urszula Bieganska to get a behind-the-scenes look into its activation for the Dubai Metro's 15th anniversary.

The LEGO metro station activation will run at Dubai’s Mall of the Emirates metro station for the month of September.

On 9 September, the Roads and Transport Authority’s (RTA) Dubai Metro turned 15 years old. To celebrate this, the city has witnessed several activations with brands in the UAE, one of which went above and beyond to transform the Mall of the Emirates metro stop into a LEGO escape titled ‘Imagination Station.’

The activation included a limited-edition RTA metro Nol card, yellow LEGO brick flooring along the compartment of a train and other tailor-made LEGO metro features.

Campaign Middle East spoke with Urs


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Tags:activationBrandcommunityCXdubai metroImagination StationLegoLEGO Middle Eastlimited edition
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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