How can complex warehouse automation be effectively represented in a tangible, engaging format? What challenges arise when converting industrial designs into interactive LEGO kits? How can companies like Berkshire Grey use custom LEGO models to increase brand engagement and visibility?
These were the questions I set out to answer with the Berkshire Grey LEGO Project. As the founder and designer behind our LEGO-centered studio, I specialize in creating custom kits, sculptures, and activity experiences that serve real business goals, not just aesthetic ones.
Understanding Berkshire Grey’s Requirements
Berkshire Grey, known for AI-enabled robotic automation solutions, came to us with a specific challenge: build small-scale LEGO replicas of their warehouse automation equipment. But these weren’t meant to sit on a shelf—they needed to function, demonstrating how the real systems moved and operated.
Key Requirements:
- Faithful miniaturization of large, complex machines
- Movable components to mirror real-world functionality
- High visual fidelity for presentation purposes
- Custom branding through printed LEGO elements
This wasn’t just a creative challenge. It was an engineering one.
Design Challenges and Innovative Solutions
Recreating warehouse automation in LEGO form isn’t plug-and-play. Every gear, panel, and structure had to be meticulously planned to balance realism with functionality.
Top Challenges We Faced:
- Movement: Integrating functional mechanics required custom mechanisms using LEGO Technic parts.
- Scale: The models had to be compact but still detailed.
- Durability: The kits needed to be handled repeatedly without falling apart.
- Branding: Each set included a custom-printed 1×4 tile featuring Berkshire Grey’s logo.
Solutions We Engineered:
- Developed precise internal structures for movement replication
- Used specialty parts like thin LEGO panels to mimic narrow warehouse shelving
- Reinforced all moving parts with double-layered techniques for stability
- Designed a packaging process to ensure every element was clearly organized and secure
Project Timeline and Execution
This wasn’t a weekend build. From concept to shipment, the project took several weeks. Every phase involved close communication, prototyping, and refinement.
Project Phases:
| Phase | Description |
| Concept Development | Aligning on goals, equipment specs, and design needs |
| Prototyping | Iterating early models for function and form |
| Sourcing | Gathering standard and custom LEGO pieces |
| Assembly | Carefully building each set with quality control |
| Packaging & Shipping | Kits were packed with instructions and delivered |
LEGO Component Selection and Customization
Choosing the right pieces was key. While the LEGO system offers a wide variety of parts, not all of them are suited for intricate technical replication.
Notable Pieces Used:
- LEGO Panels: Ideal for replicating thin rims of collection containers and tall warehouse shelving
- Technic Gears and Axles: Allowed for smooth mechanical movement
- 1×4 Printed Tiles: Custom-created with Berkshire Grey’s branding for a professional touch
Impact on Corporate Engagement and Brand Visibility
This project wasn’t just about building cool models. It became a strategic tool for Berkshire Grey’s communications and marketing teams.
Real Results:
- Client Engagement: Prospects and partners could physically interact with the automation concepts, leading to a deeper understanding
- Brand Elevation: The kits weren’t just functional—they were branded, sleek, and memorable
- Versatility: Used at events, in demos, and internally for training and team-building
FAQs
Q: How do custom LEGO models help in a corporate setting?
A: They simplify and gamify complex systems, helping teams and clients understand your tech or process through interactive learning.
Q: Can the models be used beyond events?
A: Absolutely. They’re perfect for training, gifting, onboarding, and even office displays.
Q: How long does it take to create one of these kits?
A: It varies based on complexity, but projects generally take several weeks from concept to delivery.
Conclusion
At our LEGO studio, we specialize in more than just creative building—we craft tools for storytelling, communication, and brand engagement. The Berkshire Grey LEGO project is a perfect example of how we blend design, function, and strategy to create something truly unique.
Are you exploring new ways to represent your company’s innovations or make your brand more interactive? Let’s talk about how a custom LEGO solution can bring your ideas to life in a way that people won’t forget.
Let’s build something unforgettable.
