Retail Concept Design Manager – Storytelling

📍 Job Overview

Job Title: Retail Concept Design Manager – Storytelling

Company: The LEGO Group

Location: Boston Hub, United States / Billund, Denmark

Job Type: Full time

Category: Retail Design & Experience Development

Date Posted: 2026-09-10

Experience Level: Mid to Senior Level (Implied 5-10 years)

Remote Status: Hybrid (3 days in office average)

🚀 Role Summary

• Drive the strategic development and execution of immersive retail concepts grounded in compelling brand storytelling.

• Translate LEGO® brand narratives into engaging, multi-sensory customer journeys and destination experiences across global retail environments.

• Foster strong cross-functional collaboration between Retail Design, Brand, Marketing, Visual Merchandising, and Innovation teams to ensure cohesive concept development.

• Lead the conceptualization and design of scalable retail spaces that inspire play, deepen customer connections, and enhance brand affinity.

📝 Enhancement Note: This role is positioned as a key contributor to the future of LEGO's physical retail presence, requiring a blend of creative vision, strategic thinking, and practical execution. The emphasis on "Storytelling" and "Customer Journey" suggests a deep dive into consumer psychology and experiential design principles. The dual location possibility (Boston/Billund) indicates a global scope and potential for international collaboration.

📈 Primary Responsibilities

• Lead the end-to-end creation and implementation of innovative retail concepts, from initial ideation through to final delivery and rollout.

• Develop and refine a robust storytelling methodology specifically tailored for retail concept development, ensuring consistency and impact.

• Design and present high-quality 3D visualizations and spatial design solutions that clearly communicate design intent and customer experience flows.

• Create and champion major concept initiatives that will significantly influence the future direction and evolution of LEGO store experiences globally.

• Produce compelling design narratives and presentations that effectively influence senior stakeholders and secure buy-in for creative strategies and initiatives.

• Collaborate closely with Consumer & Shopper Insights teams to integrate data-driven understanding into concept development and ensure alignment with market trends.

• Oversee the integration of interactive or digital experiences within physical retail spaces to create richer, more engaging customer journeys.

• Develop and implement environmental branding and graphic communication strategies that reinforce brand identity within the designed retail spaces.

📝 Enhancement Note: The responsibilities highlight a need for a candidate who can not only design but also strategize, influence, and lead complex projects. The emphasis on developing a "storytelling methodology" and influencing "major concept initiatives" points to a role with significant strategic input and potential for long-term impact on the LEGO retail brand.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Interior Design, Architecture, Experiential Design, Brand Design, or a related creative field is strongly implied by the nature of the role and required experience.

Experience: A minimum of 5-10 years of progressive experience in retail concept design, experiential design, or a closely related field is expected, with a demonstrated history of delivering projects from inception to implementation.

Required Skills:

• Proven experience in delivering end-to-end retail concept and experience design projects.

• Demonstrated ability to build and articulate storytelling-led concepts and customer journey maps.

• Expertise in creating high-quality 3D visualizations and spatial design solutions for consumer-facing environments.

• Experience leading concept development for retail, experiential, exhibition, themed environment, or brand experience projects.

• Strong presentation skills, with the ability to convey compelling design narratives through clear visualization.

• Proven ability to influence senior stakeholders during cross-functional creative development initiatives.

• Excellent creative problem-solving skills and a strong understanding of design principles.

• Proficiency in relevant design software (e.g., 3D modeling, rendering, CAD). Preferred Skills:

• Experience designing interactive or digital experiences that complement physical retail environments.

• Experience producing graphic communication or environmental branding solutions within branded spaces.

• Familiarity with visual merchandising principles and their integration into concept design.

• Understanding of consumer psychology and behavioral economics in retail settings.

📝 Enhancement Note: The requirements emphasize practical, hands-on experience in delivering tangible design projects rather than purely theoretical knowledge. The ability to influence stakeholders and communicate complex ideas visually is critical, suggesting a need for strong soft skills alongside technical design capabilities. The mention of "5-10 years" is an inference based on the level of responsibility and the expectation of having "delivered retail concept and experience design projects from concept through implementation."

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive online portfolio is mandatory for application.

• The portfolio must showcase strong conceptual and design skills relevant to retail and experiential environments.

• Demonstrate expertise in storytelling and translating brand narratives into physical spaces.

• Include examples of customer journey mapping and how designs cater to user experience.

• Showcase high-quality 3D visualizations, renderings, and spatial design documentation.

• Highlight projects that demonstrate successful concept development from ideation to implementation. Process Documentation:

• Candidates are expected to have a systematic approach to concept development, including:

• Defining project scope and objectives based on brand strategy and consumer insights.

• Developing narrative frameworks and storyboarding key customer interactions.

• Iterative design and prototyping stages with stakeholder feedback loops.

• Technical documentation for implementation, including spatial layouts and material specifications.

• Post-implementation analysis to measure concept effectiveness and inform future iterations.

📝 Enhancement Note: The explicit requirement for an online portfolio with specific content expectations (storytelling, customer journey, 3D visualization) underscores the practical, output-driven nature of this role. The emphasis on process documentation implies that candidates should be able to articulate their workflow and decision-making rationale behind their designs, demonstrating a structured approach to creative problem-solving.

💵 Compensation & Benefits

Salary Range: $107,885.00 - $161,827.00 USD per year. This range is based on the provided information and reflects the expected compensation for a mid-to-senior level design manager role in a major metropolitan area like Boston, considering industry benchmarks and the prestige of The LEGO Group.

Benefits:

• Family Care Leave: Enhanced paid leave options for significant life events.

• Insurances: Comprehensive life and disability insurance coverage.

• Wellbeing Programs: Access to the Headspace App and various local wellbeing initiatives.

• Colleague Discount: Generous discount on LEGO products, available from day one.

• Bonus Scheme: Eligibility for a bonus based on achieved company and individual goals.

• Hybrid Work Policy: An average of 3 days per week in the office, with flexibility.

Working Hours: Approximately 40 hours per week, with the understanding that creative roles may require occasional flexibility to meet project deadlines. The hybrid model allows for a balance between in-office collaboration and focused work.

📝 Enhancement Note: The provided salary range is specific and likely reflects the US market for this role. The benefits package is robust, aligning with large, established global companies, and includes perks highly relevant to employees' well-being and work-life balance. The mention of "billund" in locations suggests that if the role is based in Denmark, the salary and benefits would be adjusted to local Danish standards and compensation structures, which are typically generous but may differ in specific offerings.

🎯 Team & Company Context

🏢 Company Culture

Industry: Toy Manufacturing, Entertainment, Retail. The LEGO Group is a global leader in the toy industry, renowned for its innovative approach to play-based learning and its strong brand identity. This industry context means a focus on creativity, imagination, and appealing to families and children.

Company Size: The LEGO Group is a very large, multinational corporation. This scale implies robust organizational structures, significant resources, and a global operational footprint, offering opportunities for impact on a wide scale but also requiring navigation of larger corporate processes.

Founded: The LEGO Group was founded in 1932. This long history signifies a stable, established company with deep-rooted values and a strong heritage, which often translates into a culture that respects tradition while driving innovation.

Team Structure:

• The role is within the Global Store Concepts team.

• This team is focused on shaping the future of retail experiences through concepts, design standards, and innovation.

• Collaboration is a key element, involving creative reviews, workshops, and concept development sessions.

• The team balances focused individual design time with a flexible hybrid work rhythm.

• Core competencies within the team include creative problem-solving, cross-functional collaboration, stakeholder influence, workshop leadership, and innovation thinking. Methodology:

• Data-driven insights are integrated into concept development.

• Workflow planning and optimization strategies are employed for project execution.

• Automation and efficiency practices are likely leveraged where applicable, though the primary focus is creative concept development.

• A strong emphasis on design thinking and user-centric approaches.

Company Website: https://www.lego.com/

📝 Enhancement Note: The company culture at LEGO is famously rooted in "play" and creativity. For an operations-adjacent role like this (focusing on the physical execution of brand experience), understanding the brand's core values and how they translate into retail environments is paramount. The team structure suggests a highly collaborative and dynamic environment where individual contributions are valued, but collective output is prioritized.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Managerial level within the creative and design function. It requires significant experience and the ability to lead conceptually, influence strategy, and manage complex projects. It sits at the intersection of creative design and strategic retail execution, implying a role that bridges creative vision with business objectives.

Reporting Structure: The role reports into the Global Store Concepts team. While the direct manager isn't specified, it's likely a senior role within that team (e.g., Head of Global Store Concepts or Director of Retail Experience). The position requires influencing senior stakeholders across various departments, indicating a need for strong communication and advocacy skills.

Operations Impact: The impact of this role is directly tied to shaping the customer's physical experience with the LEGO brand. Successful concept development will drive increased customer engagement, brand loyalty, and potentially sales by creating memorable and desirable retail environments. The role contributes to the overall brand perception and market competitiveness of LEGO's retail presence.

Growth Opportunities:

• Specialization: Deepen expertise in experiential retail design, interactive installations, or specific market retail trends.

• Leadership: Progress to senior management roles within Global Store Concepts or related retail strategy functions, potentially leading larger teams or strategic initiatives.

• Cross-Functional Mobility: Opportunities to move into Brand Development, Marketing, or Innovation roles that leverage design strategy and consumer insight.

• Global Exposure: Further engagement with international markets, understanding diverse consumer needs and adapting concepts accordingly.

• Skill Development: Continuous learning in areas like sustainable design, digital integration in retail, and advanced visualization techniques.

📝 Enhancement Note: This role offers a significant opportunity for growth within a globally recognized brand. The "Manager" title, coupled with the responsibility for major concept initiatives and stakeholder influence, suggests a path towards senior leadership in retail experience design or broader brand strategy. The emphasis on cross-functional collaboration also opens doors to understanding other areas of the business.

🌐 Work Environment

Office Type: The job description explicitly mentions a "hybrid work policy" with an average of 3 days per week in the office. This indicates a modern, flexible office environment designed to facilitate both collaborative work and focused individual tasks. The specific office type (e.g., open-plan, dedicated studios) would depend on the Boston Hub and Billund locations.

Office Location(s): The primary work locations are listed as "Boston Hub, United States" and "Billund, Denmark." This dual possibility suggests flexibility for the candidate and a global team structure.

• Boston Hub: Likely a modern office space in a key business district, offering accessibility and integration with a vibrant urban environment.

• Billund: The global headquarters, likely featuring state-of-the-art facilities and a strong connection to the company's heritage and innovation labs.

Workspace Context:

• Collaborative Environment: The team fosters collaboration through creative reviews, workshops, and concept development sessions, suggesting spaces conducive to group work and brainstorming.

• Tools & Technology: Access to industry-standard design software and potentially advanced visualization tools will be available to support the creative process.

• Team Interaction: Opportunities for regular interaction with a diverse team of designers, brand strategists, and marketing professionals, fostering a dynamic and inspiring work atmosphere.

• Hybrid Rhythm: The hybrid model requires a workspace that supports both in-office collaboration and effective remote work, emphasizing digital connectivity and efficient task management.

Work Schedule: A standard full-time work schedule (approximately 40 hours/week) is implied, with the flexibility afforded by the hybrid work policy. This allows for a balance between structured work time and personal needs, crucial for creative roles.

📝 Enhancement Note: The hybrid work environment is a key aspect, indicating a modern approach to workplace flexibility. The dual location options are significant, offering candidates a choice between a major US hub and the company's global headquarters in Denmark, each with its own unique work environment and cultural nuances.

📄 Application & Portfolio Review Process

Interview Process: The exact stages are not detailed, but a typical process for a role of this level at a company like LEGO would likely involve:

• Initial Screening: HR or Talent Acquisition review of application and portfolio.

• Hiring Manager Interview: Assessment of experience, conceptual thinking, and fit with team dynamics.

• Portfolio Presentation/Creative Review: A critical stage where candidates present their work, demonstrating their storytelling methodology, design process, and ability to articulate their vision. This may involve a specific case study or a curated selection of relevant projects.

• Cross-functional Stakeholder Interviews: Meetings with key collaborators from Brand, Marketing, or Visual Merchandising to assess influence, communication skills, and ability to work across departments.

• Final Interview: Potentially with a senior leader within the retail or brand organization.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your most relevant projects that best showcase your retail concept design, storytelling, and customer journey expertise. Prioritize quality over quantity.

• Structure Your Narrative: For each project, clearly articulate the brief, your role, the problem you solved, your process (ideation, concept development, execution), the final solution, and the impact/results. Use visuals extensively.

• Highlight Storytelling: Explicitly demonstrate how you translated brand stories and consumer insights into tangible design elements and customer experiences. Use storyboards or narrative flow diagrams where appropriate.

• Showcase 3D Skills: Include high-quality renderings, 3D models, or even simple mock-ups that effectively communicate the spatial design and atmosphere of your concepts.

• Quantify Impact: If possible, include metrics or qualitative feedback that demonstrate the success of your concepts (e.g., increased foot traffic, improved customer engagement, positive brand perception).

• Be Prepared to Discuss: Be ready to walk through your portfolio, explain your design decisions, and answer questions about your process, challenges, and how you influence stakeholders.

Challenge Preparation:

• Conceptual Challenge: Be prepared for a design challenge that might involve developing a concept for a new LEGO retail experience or solving a specific retail design problem. Focus on your process, storytelling, and how you would approach it.

• Presentation Skills: Practice presenting your work concisely and compellingly. Focus on clear communication, engaging visuals, and confident delivery.

• Stakeholder Management: Think about how you would present your ideas to different teams (e.g., marketing, brand, operations) and tailor your communication accordingly.

📝 Enhancement Note: The explicit requirement for a portfolio is a key differentiator for this role. Candidates must treat the application and interview process as an opportunity to showcase their design thinking and storytelling prowess, not just their technical skills. The portfolio review is likely a high-stakes component.

🛠 Tools & Technology Stack

Primary Tools:

• 3D Modeling & Rendering Software: Expertise in industry-standard tools such as SketchUp, Rhino, 3ds Max, Cinema 4D, or similar for creating spatial designs and visualizations.

• Rendering Engines: Proficiency with V-Ray, Corona, Lumion, or other rendering software to produce high-quality visual outputs.

• CAD Software: Familiarity with AutoCAD or Revit for technical drawings and spatial planning.

• Adobe Creative Suite: Essential for graphic communication, presentation design, and image manipulation (Photoshop, Illustrator, InDesign).

Analytics & Reporting:

• While not a direct analytics role, understanding how to interpret consumer insights and shopper data is crucial. Familiarity with data visualization tools (e.g., Tableau, Power BI) for understanding performance metrics related to retail spaces would be beneficial. CRM & Automation:

• Not directly applicable to this design role, but an understanding of how retail concepts integrate with CRM strategies and customer journey mapping would be advantageous. Other Relevant Tools:

• Prototyping Tools: For digital integrations or interactive elements (e.g., Figma, Adobe XD).

• Project Management Software: Familiarity with tools like Asana, Trello, or Jira for managing project timelines and tasks.

📝 Enhancement Note: The emphasis is on advanced 3D visualization and design software. While direct use of CRM or automation tools isn't core, understanding how these systems interact with the customer journey and retail experience is a valuable plus. The ability to translate complex 3D designs into compelling visual narratives is paramount.

👥 Team Culture & Values

Operations Values (as applied to Design & Retail Experience):

• Playfulness & Creativity: Embracing imagination, fun, and innovative thinking in all design outputs.

• Storytelling Excellence: A commitment to crafting narratives that engage, inspire, and connect with consumers on an emotional level.

• Customer Centricity: Designing experiences that are intuitive, delightful, and meet the needs and desires of shoppers and families.

• Collaboration & Teamwork: Working inclusively across departments to achieve shared goals and build cohesive brand experiences.

• Quality & Craftsmanship: A dedication to high standards in design execution, ensuring retail spaces are well-built, aesthetically pleasing, and reflective of the LEGO brand's premium quality.

• Innovation: Continuously seeking new ways to enhance retail experiences through technology, design, and interactive elements.

Collaboration Style:

• Cross-functional Integration: Seamless collaboration with Brand, Marketing, Visual Merchandising, and Innovation teams is essential, fostering a unified approach to brand representation.

• Workshop-Driven: A culture that leverages workshops for ideation, feedback, and joint problem-solving, encouraging active participation from all stakeholders.

• Constructive Feedback: An environment where feedback is shared openly and constructively, facilitating continuous improvement of design concepts.

• Knowledge Sharing: Encouraging the sharing of insights, best practices, and learnings across teams to elevate the collective expertise in retail experience design.

📝 Enhancement Note: The LEGO Group's core values, particularly around "play" and "creativity," are central to this role's success. The collaborative style emphasizes an open, integrated approach, vital for ensuring that retail concepts align with broader brand strategies. The focus on "storytelling excellence" and "customer centricity" directly translates these values into the retail environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Global Consistency with Local Relevance: Developing retail concepts that maintain a unified LEGO brand identity while adapting to diverse cultural preferences and market dynamics in different regions.

• Integrating Digital and Physical Experiences: Seamlessly blending online engagement and in-store experiences to create a cohesive omnichannel journey, which can be technically and creatively complex.

• Influencing Diverse Stakeholders: Gaining buy-in and alignment from various departments (e.g., Marketing, Sales, Operations, Brand) that may have different priorities and perspectives on retail design.

• Translating Abstract Concepts into Tangible Realities: Moving from high-level creative ideas and brand stories to practical, scalable, and cost-effective retail implementations.

• Staying Ahead of Retail Trends: Continuously innovating and adapting designs to meet evolving consumer expectations and emerging retail technologies.

Learning & Development Opportunities:

• Advanced Design & Technology: Access to training and resources for cutting-edge visualization tools, interactive technologies, and sustainable design practices.

• Experiential Retail Mastery: Opportunities to deepen expertise in creating immersive and engaging physical experiences through workshops, conferences, and project work.

• Brand Strategy & Consumer Insights: Gaining a deeper understanding of LEGO's brand architecture, consumer segmentation, and shopper psychology.

• Global Project Leadership: Developing skills in managing international projects, understanding global market nuances, and leading diverse, cross-cultural teams.

• Mentorship Programs: Potential for mentorship from senior leaders within LEGO's design, brand, or retail strategy functions.

📝 Enhancement Note: The challenges presented are typical for a role managing global retail concepts for a major brand. The growth opportunities are substantial, offering a clear path for professional development and career advancement within a leading creative organization.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for developing a retail concept from initial brief to final implementation. How do you ensure the brand story is central to this process?"

  • Preparation: Focus on a structured methodology that includes insight gathering, ideation, concept development, visualization, stakeholder alignment, and execution. Emphasize how storytelling is woven into each stage.

• "How would you approach creating a compelling customer journey for a new LEGO store experience, and what key touchpoints would you focus on?"

  • Preparation: Discuss mapping out the customer's path from pre-visit to post-visit, identifying emotional highs and lows, and designing specific elements (e.g., entry experience, play zones, checkout) to enhance engagement.

• "Tell me about a time you had to influence senior stakeholders to adopt a creative design concept. What was the challenge, and how did you overcome it?"

  • Preparation: Prepare a STAR (Situation, Task, Action, Result) story that highlights your communication, persuasion, and presentation skills, demonstrating your ability to advocate for creative vision effectively.

• "How do you integrate consumer insights and shopper data into your design process to ensure concepts are not only creative but also commercially viable?"

  • Preparation: Explain how you gather and interpret data, and how it informs your design decisions, from space planning to product placement and interactive elements. Company & Culture Questions:

• "What do you admire about The LEGO Group's brand and retail presence, and how do you see your role contributing to it?"

  • Preparation: Research current LEGO retail initiatives, brand campaigns, and company values. Articulate specific ways your skills align with their mission and vision.

• "How do you foster collaboration within a hybrid work environment, especially when working with diverse, cross-functional teams?"

  • Preparation: Discuss strategies for effective communication, virtual collaboration tools, and ensuring inclusivity in team interactions.

• "How do you stay current with retail design trends, emerging technologies, and consumer behavior shifts?"

  • Preparation: Mention industry publications, conferences, competitor analysis, and continuous learning practices. Portfolio Presentation Strategy:

• Tell a Story with Your Work: Frame your portfolio presentation as a narrative, guiding the interviewers through your most impactful projects.

• Focus on Process & Rationale: Don't just show the final images; explain why you made certain design decisions, linking them back to the brief, brand strategy, and customer experience.

• Highlight Storytelling Elements: Explicitly point out how each project incorporates narrative and emotional connection. Use storyboards or flowcharts if applicable.

• Demonstrate 3D Visualization Skills: Showcase the quality and clarity of your renderings and spatial plans, explaining how they effectively communicate your vision.

• Quantify Impact: If possible, present data or testimonials that demonstrate the success of your past projects.

• Engage and Interact: Be prepared for questions about your work and actively engage the interviewers in a discussion about your designs and processes.

📝 Enhancement Note: Interview preparation should heavily focus on demonstrating a strong understanding of brand storytelling, customer journey mapping, and the practical application of design skills in a retail context. The portfolio is the primary tool for this demonstration, so candidates must be prepared to present it articulately and strategically.

📌 Application Steps

To apply for this Retail Concept Design Manager position:

• Submit your application through the LEGO Group's career portal via the provided link. Ensure all required fields are completed accurately.

• Curate Your Portfolio: Select 3-5 of your most impactful retail concept design projects. Ensure your portfolio is easily accessible online (e.g., personal website, Behance, dedicated portfolio platform) and clearly demonstrates your expertise in storytelling, spatial design, and customer journey development.

• Tailor Your Resume: Highlight experience directly relevant to retail concept design, experiential design, brand storytelling, 3D visualization, and stakeholder influence. Use keywords from the job description to optimize for Applicant Tracking Systems (ATS).

• Prepare Your Narrative: Practice presenting your portfolio projects. Be ready to articulate your design process, the storytelling elements, and the impact of your work. Prepare specific examples for behavioral questions related to collaboration and stakeholder management.

• Research The LEGO Group: Familiarize yourself with the company's brand, mission, values, and current retail strategies. Understand their approach to play, innovation, and customer engagement.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with The LEGO Group's hiring team before making application decisions.