The new year is a time for celebration as well as a time for reflecting on successes of the past twelve months, none more so than our festive LEGO experience at The Savoy hotel in London. Kicking off on November 18th through to January 3rd we took over the iconic hotel to rebuild and reimagine the famous “Twelve Days of Christmas” carol to create a 7-week LEGO installation, born from the LEGO Groups Rebuild the World campaign.
Featuring everything from a giant LEGO roof takeover above the iconic Savoy sign, to a three meter high LEGO Dragon Christmas Tree, a Treehouse home for a family of LEGO “Little Tree’s”, a LEGO mural featuring a dapper lion sipping a cup of afternoon tea and a giant LEGO banana being peeled by Monkey’s using LEGO Technic cranes; visitors could explore and discover each of the builds, win a chance to stay in LEGO Santa’s hotel suite as well as build their own festive decorations as part of the LEGO Build to Give Christmas initiative.
Experienced by over 40,000 visitors over 48 live days, the takeover generated over 49 pieces of press coverage alongside thousands of social media posts, comments and shares and more than 3,000 entries to win a chance to stay in Santa’s LEGO suite. And most exciting of all, Finlay the Dragon Christmas Tree was voted the number one Christmas Tree in London by Time Out!
To explore the Twelve Rebuilds of Christmas, click here