Lego builds 12 festive models in Savoy hotel

Installations inspired by child's take on Christmas.

Lego: visitors to Savoy can create decorations
Lego: visitors to Savoy can create decorations

Lego has built 12 models in the Savoy hotel as part of its "Rebuild the world" campaign, which champions the importance of creativity as a key 21st-century skill.

The installations are based on a rewrite of The Twelve Days of Christmas, with each line of the song reimagined through the eyes of a child. For example, instead of "a partridge in a pear tree", there will be "a dragon-shaped christmas tree".

The designs, on display until 3 January, also include a tea-drinking lion and a princess’ rocket-castle.

Visitors can join in by creating a festive decoration. And if they share a photo of it using the hashtag #BuildToGive, Lego will donate a set of bricks to a child in need.

On 1 December and 15 December, there will be decoration-making workshops guided by professionals.

Nicola Morgan-Hulme, senior brand relations manager, UK and Ireland, at Lego, said: "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."

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now


Our new premium service offering bespoke monitoring reports for your company.

Find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now