Lego launches A Really Cool World at Covent Garden and online
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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, immersive experience.
Families will be able to step straight into a brick built 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 here: https://www.lego.com/holiday.
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.
For families wishing to head to Covent Garden to explore A Really Cool World in person, tickets are free but must be reserved in advance at www.coventgarden.london/lego-christmas.
For anyone not able to visit in person, they can experience an immersive walkthrough online. Accessible via mobile, tablet devices and computer, families can visit http://www.coventgarden.london/lego-christmas to be virtually transported through A Really Cool World.
Online visitors will also be able to take part in a digital treasure hunt, keeping eyes peeled for Lego Santas hiding throughout the experience and enter into a prize draw to win family tickets to the Legoland Windsor Resort to use in 2021.
A Really Cool World is part of the Lego Group’s Rebuild the World campaign which celebrates the magic of the everyday as experienced by children through Lego play. The campaign showcases families coming together and experiencing the joyful, humorous adventures that children create and explore as they build, unbuild and rebuild with Lego bricks.
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 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!
A Really Cool World
- What: The Lego Group presents A Really Cool World from London’s Covent Garden
- Digital Experience: 3rd December 2020 – 2nd January 2021
- Covent Garden: 5th December 2020 – 2nd January 2021
- Visit coventgarden.london/lego-christmas to reserve tickets or experience A Really Cool World online
The event was designed and produced by The Producers, with PR by Mischief PR and social amplification by Initiative Junior.
Video of the event build and participation.
