Lego announces ‘Twelve Rebuilds of Christmas’ takeover of The Savoy

Published on: November 11th, 2019

Revealed from Monday 18th November, giant Lego builds will represent a reimagined version of the classic carol to inspire creativity this Christmas.

The new festive experience follows the recent launch of Lego’s biggest-ever global brand campaign, Rebuild the World, inspiring people to champion the importance of creativity. The campaign highlights the need to nurture creativity as a lifelong skill 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.

The Savoy will be handing over creative control of its Christmas decorations to The Lego Group, to reimagine its classic décor through the eyes of children. Lego will install striking and playful displays above the world-famous sign on Savoy Court and in the Front Hall, along with surprise Lego brick-built touchpoints around the hotel. Visitors can expect to encounter builds including a dragon Christmas tree, a reimagined mode of transport for Santa Claus, and a choir singing the rewritten carol, The Twelve Rebuilds of Christmas.

Every day during the installation, visitors will have the opportunity to build a decoration, take a photo and share it 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. Special workshops will take place on Sunday 1st December & Sunday 15th December, where visitors can join Lego Certified Professionals to get creative with their Build to Give decorations.

Ian Kidd, hotel manager, The Savoy, said: “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.”

If you would like to receive our daily newsflash email, click here; you can also follow us on Twitter and Facebook and request a print subscription here.