Live until the 2nd January, families have the chance to enjoy a free experience that will see them come face to face with creative and imaginative Lego installations.
This festive season, the Lego Group reveals what A Really Cool World it could be if it were imagined through the eyes of a child, with the launch of an exciting and immersive experience.
Families will be able to step straight into a brick world inspired by the 2020 Lego Holiday advert, which sees a bespoke reimagining of the iconic song What a Wonderful World remastered to celebrate the creative and colourful outlook of children. The advert can be viewed below.
Running until the 2nd January 2021, families in London will be able to visit Covent Garden and have their creativity ignited as they explore the wonders of A Really Cool World. Creativity is encouraged around every corner, from the moment families step through the colourfully lit A Really Cool World archway, to when they spot a sausage tree, show off their best dragon-slaying princess pose or enjoy some dancing on the Lego Dots dancefloor. Tickets are free but must be reserved in advance at www.coventgarden.london/lego-christmas.
Those unable to visit in person can experience an immersive walkthrough online. Accessible via mobile, tablet devices and computer, families can visit www.coventgarden.london/lego-christmas from 3rd December to be virtually transported through A Really Cool World.
Online visitors will also be able to take part in a digital treasure hunt, keeping their eyes peeled for Lego Santas hiding throughout the experience and entering into a prize draw to win family tickets to the Legoland Windsor Resort to use in 2021.
Marius Lang, head of marketing, UK & Ireland at The Lego Group, said, “When we start to rebuild the world through the eyes of children, things suddenly become infinitely more creative, colourful and playful. It is our mission to continually encourage and develop that creativity, and we’re so pleased that this year we get to bring our ‘A Really Cool World’ to life at such an iconic and festive location. We want all families to be able to experience this regardless of where they live and whether they can visit London, so with our immersive digital offering they can virtually zoom around and explore.”
For families who are able to visit Covent Garden this December, they can also find hidden Lego builds throughout across the Covent Garden estate, from Lego signposts to the beautifully lit Wonderwood.
Covent Garden visitors and those at home can also watch the creativity come to life on their own devices via Snapchat. A karaoke lens will help families learn the A Really Cool World lyrics, and a world lens will ensure they are able to experience the creativity wherever they are – in Covent Garden, at home, or when they are out and about.