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case study

Anchors Aweigh: How Playwell Bricks Crafted Bain Capital’s Corporate Tribute


Virgin Voyages, an adults-only luxury cruise line that is a joint venture between Bain Capital and the Virgin Group, had an amazing 2023. After surviving the pandemic, Virgin Voyages won multiple awards, proudly sweeping the 2023 Cruise Critic’s Choice Awards. With three cruise ships in the Lady Fleet and another in construction, there was much to celebrate!

The challenge

After Virgin Voyages secured a new deal, Bain Capital was searching for a corporate gift to celebrate and commemorate with their partners. Something that would represent the venture’s accomplishments while maintaining the high standards of their brands. They had heard of the popularity of custom sets made from genuine LEGO® bricks, but after reaching out to two companies already, they were beginning to think no one would be able to make this happen before their deadline.

the solution

Finally, Bain Capital reached out to Playwell Bricks. At this point, their deadline was incredibly tight, but Playwell Bricks CEO Jason Pyett was confident he could make it happen. After some discussion, Bain Capital determined that the custom set would be based on Virgin Voyages’ cruise ship Resilient Lady, the latest ship in their fleet, and Pyett started in on the design.

His main focus was on getting the shapes down of the ship. “If you look at pictures of Resilient Lady, the shape of the bow is really different and that was the part I was trying to capture in the design."

the results

After Bain Capital approved the final design, the sets went into production and were shipped in time to arrive for their celebratory event. It’s safe to say this custom Resilient Lady set found fair winds and following seas in all her travels.


“Playwell did a great job incorporating our feedback and quickly getting to a final design! Playwell is the best! Very responsive and easy to work with. They were willing to accommodate our tight timeline and the end product was a work of art!” – Marshall Comeaux, Private Equity Analyst, Bain Capital

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