laurence-dawes . design
/about
Laurence is a design leader with over 20 years experience living and working in Los Angeles, California. Specializing in leading diverse creative teams, he’s currently immersed in the worlds of augmented reality and AI, unifying the two to create experiences indicative of a new future of human interaction.
Hailing from the UK, Laurence grew up with an innate curiosity to create & build. The English countryside where he spent his childhood offered a boundless playground for exploration - whether building treehouses or connecting LEGO bricks, many a day was spent problem solving and turning creative ideas into tangible reality. These early sparks manifested toward studying industrial design as a practice in the south of England and then onto developing world class toy and play experiences in Denmark. This in turn saw Laurence move toward digital product and experience design, experimenting and creating within a wide variety of mediums.
Physical play
In 2006 Laurence joined LEGO to design and develop new toy products for children across the globe. This journey saw him work with physical product development and 2D & 3D design languages, honing his craft with an emphasis on detail and attentiveness in design. The LEGO motto of ”det bedste er ikke for godt” (only the best is good enough) resonated deeply and has remained a guiding principle in Laurence’s work to date.
Throughout this journey, Laurence led multi-disciplined teams working on flagship product launches and in latter years exploring new worlds of digital-physical play experience, spurned by new advances in mobile technology, gaming & augmented reality.
Digital experiences
This exploration in new digital dimensions led Laurence to join Trigger XR in 2015, transitioning to working fully in the realm of digital & immersive experiences. With a focus on AR, VR and their adjacent technologies, Laurence led the conception and development of numerous mobile AR, VR & location-based experiences again leading diverse teams to come up with industry-leading and often groundbreaking products. Wearing many hats, Laurence’s role covered innovation, strategy, client development & people leadership, initially leading Trigger XR’s European base in Denmark before moving to the U.S. in 2019 to focus on building a specialist innovation team and work ever more closely with key brand & client partners.
Leading collaboration
Throughout his career Laurence has collaborated with many companies & brands primarily in innovation-focused projects exploring the application of new technologies to business and brand objectives. Covering a wide variety of verticals, Laurence has extensive experience working closely and quickly within innovation and creative teams to give birth to truly forward-thinking work - whether inspiring the imagination of existing audiences totaling in the millions globally, or seeking to capture the attention of new audiences through never-seen-before experiences, Laurence thrives in high-collaboration environments.
Awards & patents
Laurence has received a number of awards for his work in physical products & digital experiences, including SXSW, Toy Of The Year, Webby & CES Innovation awards among others.
© laurence dawes 2025
Built with Figma Sites
laurence-dawes . design
About
Projects
Process
Articles
/about
Laurence is a design leader with over 20 years experience living and working in Los Angeles, California. Specializing in leading diverse creative teams, he’s currently immersed in the worlds of augmented reality and AI, unifying the two to create experiences indicative of a new future of human interaction.
Hailing from the UK, Laurence grew up with an innate curiosity to create & build. The English countryside where he spent his childhood offered a boundless playground for exploration - whether building treehouses or connecting LEGO bricks, many a day was spent problem solving and turning creative ideas into tangible reality. These early sparks manifested toward studying industrial design as a practice in the south of England and then onto developing world class toy and play experiences in Denmark. This in turn saw Laurence move toward digital product and experience design, experimenting and creating within a wide variety of mediums.
Physical play
In 2006 Laurence joined LEGO to design and develop new toy products for children across the globe. This journey saw him work with physical product development and 2D & 3D design languages, honing his craft with an emphasis on detail and attentiveness in design. The LEGO motto of ”det bedste er ikke for godt” (only the best is good enough) resonated deeply and has remained a guiding principle in Laurence’s work to date.
Throughout this journey, Laurence led multi-disciplined teams working on flagship product launches and in latter years exploring new worlds of digital-physical play experience, spurned by new advances in mobile technology, gaming & augmented reality.
Digital experiences
This exploration in new digital dimensions led Laurence to join Trigger XR in 2015, transitioning to working fully in the realm of digital & immersive experiences. With a focus on AR, VR and their adjacent technologies, Laurence led the conception and development of numerous mobile AR, VR & location-based experiences again leading diverse teams to come up with industry-leading and often groundbreaking products. Wearing many hats, Laurence’s role covered innovation, strategy, client development & people leadership, initially leading Trigger XR’s European base in Denmark before moving to the U.S. in 2019 to focus on building a specialist innovation team and work ever more closely with key brand & client partners.
Leading collaboration
Throughout his career Laurence has collaborated with many companies & brands primarily in innovation-focused projects exploring the application of new technologies to business and brand objectives. Covering a wide variety of verticals, Laurence has extensive experience working closely and quickly within innovation and creative teams to give birth to truly forward-thinking work - whether inspiring the imagination of existing audiences totaling in the millions globally, or seeking to capture the attention of new audiences through never-seen-before experiences, Laurence thrives in high-collaboration environments.
Awards & patents
Laurence has received a number of awards for his work in physical products & digital experiences, including SXSW, Toy Of The Year, Webby & CES Innovation awards among others.
© laurence dawes 2025
Built with Figma Sites
laurence-dawes . design
About
Projects
Process
Articles
/about
Laurence is a design leader with over 20 years experience living and working in Los Angeles, California. Specializing in leading diverse creative teams, he’s currently immersed in the worlds of augmented reality and AI, unifying the two to create experiences indicative of a new future of human interaction.
Hailing from the UK, Laurence grew up with an innate curiosity to create & build. The English countryside where he spent his childhood offered a boundless playground for exploration - whether building treehouses or connecting LEGO bricks, many a day was spent problem solving and turning creative ideas into tangible reality. These early sparks manifested toward studying industrial design as a practice in the south of England and then onto developing world class toy and play experiences in Denmark. This in turn saw Laurence move toward digital product and experience design, experimenting and creating within a wide variety of mediums.
Physical play
In 2006 Laurence joined LEGO to design and develop new toy products for children across the globe. This journey saw him work with physical product development and 2D & 3D design languages, honing his craft with an emphasis on detail and attentiveness in design. The LEGO motto of ”det bedste er ikke for godt” (only the best is good enough) resonated deeply and has remained a guiding principle in Laurence’s work to date.
Throughout this journey, Laurence led multi-disciplined teams working on flagship product launches and in latter years exploring new worlds of digital-physical play experience, spurned by new advances in mobile technology, gaming & augmented reality.
Digital experiences
This exploration in new digital dimensions led Laurence to join Trigger XR in 2015, transitioning to working fully in the realm of digital & immersive experiences. With a focus on AR, VR and their adjacent technologies, Laurence led the conception and development of numerous mobile AR, VR & location-based experiences again leading diverse teams to come up with industry-leading and often groundbreaking products. Wearing many hats, Laurence’s role covered innovation, strategy, client development & people leadership, initially leading Trigger XR’s European base in Denmark before moving to the U.S. in 2019 to focus on building a specialist innovation team and work ever more closely with key brand & client partners.
Leading collaboration
Throughout his career Laurence has collaborated with many companies & brands primarily in innovation-focused projects exploring the application of new technologies to business and brand objectives. Covering a wide variety of verticals, Laurence has extensive experience working closely and quickly within innovation and creative teams to give birth to truly forward-thinking work - whether inspiring the imagination of existing audiences totaling in the millions globally, or seeking to capture the attention of new audiences through never-seen-before experiences, Laurence thrives in high-collaboration environments.
Awards & patents
Laurence has received a number of awards for his work in physical products & digital experiences, including SXSW, Toy Of The Year, Webby & CES Innovation awards among others.
© laurence dawes 2025
Built with Figma Sites
laurence-dawes . design
About
Projects
Process
Articles
/about
Laurence is a design leader with over 20 years experience living and working in Los Angeles, California. Specializing in leading diverse creative teams, he’s currently immersed in the worlds of augmented reality and AI, unifying the two to create experiences indicative of a new future of human interaction.
Hailing from the UK, Laurence grew up with an innate curiosity to create & build. The English countryside where he spent his childhood offered a boundless playground for exploration - whether building treehouses or connecting LEGO bricks, many a day was spent problem solving and turning creative ideas into tangible reality. These early sparks manifested toward studying industrial design as a practice in the south of England and then onto developing world class toy and play experiences in Denmark. This in turn saw Laurence move toward digital product and experience design, experimenting and creating within a wide variety of mediums.
Physical play
In 2006 Laurence joined LEGO to design and develop new toy products for children across the globe. This journey saw him work with physical product development and 2D & 3D design languages, honing his craft with an emphasis on detail and attentiveness in design. The LEGO motto of ”det bedste er ikke for godt” (only the best is good enough) resonated deeply and has remained a guiding principle in Laurence’s work to date.
Throughout this journey, Laurence led multi-disciplined teams working on flagship product launches and in latter years exploring new worlds of digital-physical play experience, spurned by new advances in mobile technology, gaming & augmented reality.
Digital experiences
This exploration in new digital dimensions led Laurence to join Trigger XR in 2015, transitioning to working fully in the realm of digital & immersive experiences. With a focus on AR, VR and their adjacent technologies, Laurence led the conception and development of numerous mobile AR, VR & location-based experiences again leading diverse teams to come up with industry-leading and often groundbreaking products. Wearing many hats, Laurence’s role covered innovation, strategy, client development & people leadership, initially leading Trigger XR’s European base in Denmark before moving to the U.S. in 2019 to focus on building a specialist innovation team and work ever more closely with key brand & client partners.
Leading collaboration
Throughout his career Laurence has collaborated with many companies & brands primarily in innovation-focused projects exploring the application of new technologies to business and brand objectives. Covering a wide variety of verticals, Laurence has extensive experience working closely and quickly within innovation and creative teams to give birth to truly forward-thinking work - whether inspiring the imagination of existing audiences totaling in the millions globally, or seeking to capture the attention of new audiences through never-seen-before experiences, Laurence thrives in high-collaboration environments.
Awards & patents
Laurence has received a number of awards for his work in physical products & digital experiences, including SXSW, Toy Of The Year, Webby & CES Innovation awards among others.
© laurence dawes 2025
Built with Figma Sites