Will Knight      

Commercial / Editorial / Education

Freelance creative, art director and educator based between London and Newcastle.

Previously Creative Lead at It’s Nice That.


The LEGO Piece Garden

A nature-filled, interactive space promoting adult play and mindfulness at London Design Festival 2023. The immersive pop-up store encouraged visitors to escape the busy city and reconnect with their creativity in a mindful way, showcasing the power of LEGO as a creative tool.

Using our playful prompt cards visitors could design their own bespoke LEGO botanicals that would then live on the walls of our collaborative, community garden. Attendees could also attend creative workshops with our 2 artists in residence - encouraging attendees to learn new creative techniques and find mindful flow using creativity.

The project attracted over 5,500 visitors across its 9 day opening and saw a combined project reach of over 2.5 million. It was also nominated for the Best Use Of Experimental at Campaign Media Awards 2024.

A full overview of the project can be found here.
Collaborators & Credits

  1. Created with It’s Nice That & Anyways Creative.
  2. Artists in residence: Alec Doherty & Charlotte Mei.
  3. Graphic design by Ciaran Birch.   
  4. Floral set design by Alice Helps.

LEGO x It’s Nice That / 2023