Behind the Scenes: LEGO Magic at Battersea Power Station
At iMAG, we’re all about transforming creative visions into extraordinary visual experiences. As we charge ahead into an exciting phase of growth, we’re thrilled to introduce three brilliant new team members who will help us elevate our delivery, innovation, and client service to even greater heights.
Imagine transforming London's Battersea Power Station, an iconic historical landmark, into a vibrant LEGO factory filled with color, movement, and storytelling. This is exactly what our Graymatter Video team, along with Hello Charlie, IMPACT/Rapport WW, and production director Daniel Postlethwaite, aimed to achieve. However, what the public witnessed that night was merely the tip of the iceberg. Let's take you behind the scenes and explore the world of media servers, projection arrays, and digital precision that made this event unforgettable.
Engineering Precision for Maximum Impact
Delivering the brightest, clearest projection on a vast, dark brick façade required an arsenal of top-tier technology. To hit our target of 150 LUX across the entire building, we deployed twelve Panasonic PT-RQ35 3-Chip DLP 4K projectors and ten Panasonic PT-RQ25 3-Chip DLP 4K projectors. At the heart of it all were two disguise GX 3 media servers, running in a Director and Understudy configuration with Quad DVI VFC cards. These systems fed eight unique outputs into a 24 x 24 Lightware MX2 matrix, splitting and driving each triple stack of projectors to achieve seamless, uniform coverage.
Battersea’s scale demanded nothing less. Previous projection projects on the site had struggled with underpowered setups, leaving audiences underwhelmed. For us, failure wasn’t an option. This wasn’t just about stacking more projectors — it was about designing the perfect configuration, calculated with precision and supported by disguise’s advanced tools.
Overcoming Complex Projection Challenges
This project presented several challenges beyond sheer scale. Seasonal factors forced us to rethink our traditional projection positions: the Coal Jetty, usually a preferred site, was ruled out because of dense tree foliage. Instead, we engineered two custom projection towers inside the tree line, much closer to the building.
Every angle, every light cone, and every obstruction had to be accounted for. Using detailed 3D models in the disguise platform, we plotted exact projector locations and calculated the necessary clearances to avoid clipping or masking from the towers themselves. This digital precision allowed us to export the entire layout into our CAD system, generating meticulous site plans for the build and setup teams.
Crafting a Creative and Technical Masterpiece
On the night of the activation, Battersea Power Station was transformed into a dynamic, animated LEGO world. The audience watched as giant robotic arms assembled Minifigures with playful precision, culminating in an awe-inspiring finale as the figures were launched skyward from the building’s iconic chimneys. The installation seamlessly blended art, narrative, and cutting-edge technology, creating a brand moment that resonated with both on-site spectators and online audiences around the world.
For iMAG and Graymatter, this project was a proud milestone. It exemplified what we stand for: pushing the boundaries of what’s possible, blending art and technology, and collaborating with world-class partners to bring ambitious visions to life. The activation didn’t just showcase LEGO’s playful brand spirit; it demonstrated the power of creative storytelling, delivered through precision technology.
Key Team Credits
- Project Manager: Dan Postlethwaite
- Creative Lead: Jackson Taylor
- Video HOD and disguise Operator: Daniel Gray
- disguise Operator: Andy Coates
- System Tech: Henry Giles
- Projectionists: David Voyce, Alex Peginton
Ready to Bring Your Vision to Life?
Whether you’re planning a large-scale brand activation, a cutting-edge projection mapping project, or an unforgettable live experience, iMAG is here to help you push the boundaries of creativity and technology. Our team thrives on ambitious challenges and loves collaborating with brands, agencies, and production partners to make extraordinary ideas a reality. Get in touch with us today to explore how we can help bring your next big vision to life.
Shortlisted for AV Awards 2025: LEGO’s ‘Play Is Your Superpower’ Campaign at Battersea Power Station
