I first pitched the idea of recreating Comic-Con as a LEGO diorama in 2022, however the timing wasn't quite right and the idea was shelved. In 2025 we brought the concept back to life and, with the full backing of the client, moved forward with development. The core of the idea still remained, a fantastical LEGO version of the convention packed with stories, but over the years it had grown from simply a diorama to the entire theme of the booth itself being a meta LEGO-fied nod to Comic-Con, its history, and the fans and fandom that make it unique. 

Authenticity in the Comic-Con space can't be crafted, it has to be earned. That means deep research into the history, fandoms, and audience of the convention. In addition to first-hand observations from multiple years exhibiting at San Diego Comic-Con (and a lifetime attending other cons as a fan), I turned to other sources including Morgan Spurlock's 2011 documentary Comic-Con Episode IV: A Fan's Hope, Mathew Klickstein's tome, See You at San Diego: An Oral History of Comic-Con, and a variety of online resources.

I distilled the research into a creative brief for the LEGO Model Shop covering the spaces, icons, history, fandoms, and stories that would shape the final diorama — partnering with the team throughout the design process to ensure the finished diorama delivered on the creative vision and rang true with the fans at the con.

Over the years I had refined the LEGO booth layout through digital exploration and onsite observations, arriving at a standardized approach that maximized throughput, versatility, and visibility:

• Front / reception desk – doing double duty as a swag and prize distribution zone and a space for celebrity appearances and signings
• Central core – our thematic flex space which could change based on the yearly concept
• Sides – product displays, positioned for easy access
• Rear – the "brick in hand" build space, with a dedicated queue, backed up to the walled structure forming the production office
• Back wall – additional product displays and photo-ops

The challenge this year was carving out enough space for the large diorama. I went through several iterations and explorations — including dividing the diorama into smaller sections — before landing on a layout that placed the large diorama front and center, pushing the reception desk to the front-right corner and repositioning the offices in the back-left corner. Large banners extended the verticality of the space, with the four-sided LEGO-Con logo anchoring the layout.

The end result was a space that felt sectioned off from the rest of the convention, reinforcing the mini con-within-a-con concept — while still allowing free flow in and out of the booth and maximizing room for guests to circulate around the diorama.