Instead of introducing the new collection only on store shelves, the LEGO Group hid 333 records made from LEGO bricks in vinyl stores around the world. Fans of Olivia Rodrigo can find their locations by following clues shared by the brand and the singer on social media.
The LEGO Editions x Olivia Rodrigo Vinyl Hunt began on July 27 at Licorice Pizza Records in Los Angeles. One hundred fans were invited to a conversation about the collaboration and the LEGO Editions Olivia Rodrigo collection, unaware that the singer herself would join them or that the event would become the starting point of a global hunt.
The choice of record stores connected the digital process of following clues with the physical experience of finding a collectible object. Instead of a conventional online competition, fans must uncover the locations, visit local stores and search the shelves for one of the rare pieces. This also gave the hunt a local character, although it was launched across several markets.
To mark the beginning of the hunt, the store was temporarily transformed into a version of Olivia Rodrigo’s creative world built from more than 110,000 bricks. A team of designers, engineers, model builders and technicians spent more than 500 hours working on the setting, adapting the storefront, interior and different areas of the space with recognisable motifs from the singer’s career.
The largest part of the installation was a recreation of the floating moon from the GUTS World Tour. Measuring 2.42 metres in height and 2.50 metres in width, the structure was built from 77,000 bricks and served as the setting for Rodrigo’s conversation with fans and a recreation of one of the tour’s most recognisable moments.
The global hunt followed the earlier announcement of a five-set collection inspired by songs, performances and details from different stages of Olivia Rodrigo’s career. The sets include references to the albums SOUR and GUTS, as well as you seem pretty sad for a girl so in love, with individual symbols and hidden details intended for fans familiar with her visual and musical world.
The LEGO Editions Olivia Rodrigo collection launches on August 1 through LEGO stores, the brand’s online shop and selected retailers. Until then, the hunt continues in record stores around the world, while new locations and clues will be shared through the social channels of the brand and the singer.
