The LEGO 'Playbox' store bag is a playful branding design that's created to instantly transform a shopper's hand visually into the hand of a LEGO character. The LEGO 'Playbox' bag is the design work of Junho Lee and Hyun Chui Choi who are students at the School of Visual Arts in New York City.
The innovative LEGO 'Playbox' bag is designed as a playful shopping bag to be used by LEGO retail stores and instantly create an experience for those seeing the bag on the street. The handles are hidden within the bag, while the side imagery features a LEGO minifigure hand extending upward: these features combine to turn the shopper's hand into a toy itself.
The LEGO 'Playbox' store bag is a cute design that could truly offer an exceptional experience for shoppers if it were implemented by the toy brand.