November 2019

The LEGO Group unveils the Twelve Rebuilds of Christmas at famous London hotel

Creativity has been brought to life in brick-form at The Savoy after The LEGO Group unveiled the Twelve Rebuilds of Christmas.  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, so instead of Five Gold Rings and a Partridge in a Pear Tree, this year carol singers will be singing about Santa’s New Wheels and a Dragon Shaped Christmas Tree.

372,931 bricks, and 2,200 man hours have gone in to taking the song lyrics and turning them into The Twelve Rebuilds of Christmas, on display at The Savoy for the public to see until 3rd January 2020.

This follows the recent launch of The LEGO Group’s biggest-ever global brand campaign, Rebuild the World, which champions the importance of creativity as a key 21st century skill and nurturing the belief that every child is born with incredible creative problem-solving capabilities.

Since 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 towards The Savoy, a true cultural icon in the heart of London.

The Twelve Rebuilds of Christmas aims to inspire people to champion the importance of creativity and the endless possibilities of imaginative play this festive season.

Everyone visiting the renowned London hotel will be greeted outside by ‘A Shark Land-Exploring’ in the fountain. Instead of being the one marvelled at by humans diving on holiday, this shark has come to London for a spot of sightseeing and pops on his water tank, snorkels and goggles to observe the hotel’s guests in their natural habitat.

Inside the foyer, ‘A Dragon Shaped Christmas Tree’ has taken residency. Every year he loves to put on all his festive decorations and show them off for all to see. Made of 150,000 bricks and taking 600 man hours to build this 430 kg festive fire-breather won’t be flying off any time soon!

‘A Princess Rocket Castle’, a spaceship like no other, has blasted into The Savoy to join the celebrations. Manned by a space exploring princess who has left her fairy-tale behind to travel the galaxy in her rocket castle.

These are just some of the imaginative and wonderful installations that have appeared at The Savoy overnight. Even the iconic Savoy sign on the roof has been given a festive makeover, with a LEGO Minifigure choir greeting the public as they arrive. On display until 3rd January 2020, visitors are being encouraged to find all twelve Rebuilds of Christmas and get involved in activities taking place through November and December at The Savoy.

Every day during the installation visitors can take part in the LEGO Build to Give campaign. 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, or underserved communities to play this Christmas.

Additionally, on Sunday 1st December & Sunday 15th December, The LEGO Group will be offering special workshops where visitors can join our LEGO Certified Professionals to get creative with their Build to Give decorations. Booking details will be made available in due course.

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 are excited to able reveal the decorations for all to enjoy.”

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.

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, worked closely with The LEGO Group on the 2019 creative concept and theme whilst gearing up to the big reveal.

The Twelve Rebuilds of Christmas will be on display at The Savoy until 3rd January 2020. For more information please visit https://www.savoychristmas.com/.

LEGO Build to Give at The Savoy

The LEGO® Group has partnered with The Savoy this Christmas to offer special workshops where visitors can join our LEGO Certified Professionals and get creative as they build a festive decoration.  For every decoration built and shared used on social #BuildToGive The LEGO Group will donate a product to a child in need with in hospitals, children’s homes or under-served communities this Christmas.