The LEGO Group will be installing striking and playful displays above the world-famous sign on Savoy Court and in the Front Hall, with other surprise LEGO® brick-built touchpoints placed elsewhere for guests to find as they move around the hotel.
The new festive experience follows the recent launch of the LEGO Group’s biggest-ever global brand campaign, Rebuild the World, inspiring people to champion the importance of creativity as a key 21st century skill. The campaign intends to nurture the belief that every child is born with incredible creative problem-solving capabilities – and has already seen the brand reimagine iconic locations across the UK through the eyes of children including Piccadilly Circus and Birmingham’s Bull Statue, amongst others.
At The Savoy, The Twelve Rebuilds of Christmas will reimagine areas of the famous hotel, whilst paired with a rewrite of the classic Christmas carol, aiming to inspire people to champion the importance of creativity and the endless possibilities of imaginative play this festive season.
Visitors can expect to encounter builds across the hotel that delight and surprise, taking traditional Christmas cues and rebuilding them in imaginative ways, from a dragon Christmas tree, to a reimagined mode of transport for Santa Claus – and a choir singing the rewritten carol, The Twelve Rebuilds of Christmas.
The Rebuild the World campaign highlights the need to act now to nurture that creativity so that it can become a lifelong skill, and The Savoy colleagues behind the decorations for ‘All the Fun of the Fair – Savoy Festive Season 2018’, designer florist, Belinda Bowles, and carpenter, Sam Beer, have been working closely with The LEGO Group on the 2019 creative concept and theme gearing up to Saturday 16 November when the install will take place throughout the night.
Guests staying at The Savoy that night will be the first to see the decorations as they wake up to Christmas at The Savoy on the morning of Sunday 17 November 2019.
Every day during the installation visitors can take part in LEGO Build to Give. Visitors will have the opportunity to build a decoration, take a photo and share it on social media with #BuildToGive. For every decoration built and shared LEGO will donate a set to a child in need within hospitals, children homes, on underserved communities to play this Christmas.
Additionally, on Sunday 1 December & Sunday 15 December 2019, the LEGO Group will be offering special workshops in The Savoy’s Beaufort Bar where visitors can join our LEGO Certified Professionals to get creative with their Build to Give decorations.
Nicola Morgan-Hulme, Senior Brand Relations Manager, UK/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, said: “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 look forward to revealing the decorations for all to enjoy.”
The Build to Give initiative is active across a number of different channels from 4 November 8 December 2019:
- All LEGO Retail stores (except LEGO Store Rockefeller Center, New York)
- LEGO Certified Stores and Third-Party Retailers
- People can also participate at home using their own LEGO bricks and share a picture on social media or in LEGO Life with #BuildToGive and we will include it in our grand total
- LEGO employee engagement activities will also take place encouraging our colleagues to build and share ornaments at events and online
- Additional activations will be organised in several markets by the Local Community Engagement team