London’s famous Savoy Hotel is playing host to close to 400,000 LEGO bricks, making up the Danish toy company’s Twelve Rebuilds of Christmas initiative, a toy brick take on the famously festive song.
A rewrite of The Twelve Days of Christmas, each line of the classic Christmas carol has been re-imagined as if through the eyes of a child, and then brought to life in brick form through LEGO’s team of professional builders, and housed within the splendour of the London hotel.
The campaign sees Five Gold Rings and a Partridge in a Pear Tree ‘LEGO-fied’ as Santa’s New Wheels (a LEGO brick Harley Davidson) and a Dragon Shaped Christmas Tree (called Finley).
The initiative has used some 372,931 bricks and 2,200 man hours for a showcase that will run at the Savoy hotel from this week until January 3, 2020. The move follows LEGO’s recent Rebuild the World campaign which champions the importance of creativity as a key 21st century skill.
Since its launch in September, the Rebuild the World campaign has already seen iconic locations across the UK re-imagined and rebuilt through the eyes of children. The brand has now turned its attentions to the iconic London location, the Savoy.
Visitors to the hotel will be greeted outside by A Shark Land-Exploring in its entrance fountain, while inside the foyer a Dragon Shaped Christmas Tree stands proudly, boasting 150,000 bricks and weighing 430 kg. A Princess Rocket Castle takes up residence alongside it, manned by a space-exploring princess who contrary to the traditional fairytale, rescues herself from the confines of her castle tower, by turning it into a rocket with which to explore the cosmos.
Throughout the course of the campaign, visitors will be encouraged to take part in the LEGO Build to Give campaign by building their own LEGO decorations, take a photo and share on social media with the hashtag #BuildtoGive. For every decoration built and shared, LEGO will donate a set to a child in need within hospitals, children homes, or underserved communities.
Nicola Morgan-Hulme, senior brand relations manager, UK and Ireland at The LEGO Group, said: “We are excited to be partnering with The Savoy for this festive celebration. As part of our Rebuild the World campaign, this partnership is designed to inspire people of all ages to unleash their creativity and explore the limitlessness of their imagination through play.
“We hope that the Twelve Rebuilds of Christmas will truly inspire people to rebuild the importance of creativity this festive season.”
Ian Kidd, hotel manager, The Savoy, added: “With their motto ‘only the best is good enough,’ The LEGO Group is the perfect partner for us as we gear up to a festive season here at The Savoy that will delight and inspire both our grown-up and little guests alike.
“We’ve been blown away by the incredible creativity and passion brought to the table by the LEGO brick designers so far, and are excited to reveal the decorations for all to enjoy.”