LEGO decks The Savoy with bricks and holly

The LEGO Group takes over Christmas decorating duty at the London hotel as part of its Rebuild the World campaign – with a dragon Christmas tree to a singing choir

Written by Rhys Thomas

Posted 08.11.2019 | Business

LEGO decks The Savoy with bricks and holly thumbnail

The Savoy will be handing over creative control of its hotly anticipated Christmas decorations to The LEGO Group, which is reimagining the London hotel’s classic décor through the eyes of children.

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-builds placed elsewhere for guests to find as they move around the hotel.

The Twelve Rebuilds of Christmas will reimagine areas of the famous hotel, alongside a rewrite of the classic Christmas carol championing the importance of creativity and the endless possibilities of imaginative play this festive season.

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. The installations will mix traditional Christmas cues with imaginative twists, 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.

“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,” says Nicola Morgan-Hulme, Senior Brand Relations Manager, UK and Ireland at The LEGO Group. “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, adds: “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.”

Every day during the installation, visitors can take part in LEGO Build to Give, which is also open to all LEGO fans through social media. 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. On Sunday 1 December and Sunday 15 December, visitors can also join special workshops with LEGO Certified Professionals to get creative with their Build to Give decorations.

Toy Industries of Europe launches societal impact award thumbnail

Toy Industries of Europe launches societal impact award

The first Play for Change Awards will celebrate toy makers that improve the future for children and the health of ...

Rubie’s Chris Isitt steps down after 22 years thumbnail

Rubie’s Chris Isitt steps down after 22 years

The VP of EMEA and Australia, and MD of Rubie’s Masquerade will depart next month, while Australian MD Peter Warton ...

Tonies readies entry into US market thumbnail

Tonies readies entry into US market

German parent Boxines working on US licensing clearance and California office headed by newly appointed US GM with plans to ...

Press Releases

SmartGames launches Atlantis Escape thumbnail

SmartGames launches Atlantis Escape

Multi-level logic game tasks players with escaping the fabled city before it sinks beneath the waves

DKL readies for moon landing celebrations thumbnail

DKL readies for moon landing celebrations

New Plus-Plus space range is ideal to commemorate this year’s 50th anniversary of the historic achievement

Smart launches Smart Farmer thumbnail

Smart launches Smart Farmer

Lastest launch gives little ones an agricultrual qunadry to puzzle over and get their brains moo-ving

Smiles for Zimpli emoji range thumbnail

Smiles for Zimpli emoji range

A crowd pleaser at Toy Fair, Zimpli’s new emoji-licensed poop-shaped slime and Baff Bombz range is anything but a stinker