In the very center of Las Vegas, an unexpected transformation took place: the famous Sphere temporarily became a giant Lego Death Star. This event attracted the attention of thousands of passersby and technology enthusiasts. For the first time, an interactive game appeared on the outer surface of the Exosphere, created in partnership between Lego and Lucasfilm, which was a real treat for Star Wars fans and lovers of innovation.
The intrigue of the campaign lay not only in the spectacle of the Sphere, but also in the unique experience for each guest. The organizers promised to reveal the secrets of the creative alliance between the brands and to show how technology can unite people around their favourite stories.
The Sphere changes its appearance for Lego and Star Wars and attracts attention
For several days, the Exosphere was completely transformed: thousands of LEDs created the illusion that a Lego version of the Death Star was hovering on the Las Vegas skyline. This spectacle was impossible to miss even from afar. Next to the Sphere itself, a full-sized Lego X-Wing—the iconic starfighter from the Star Wars universe—was installed.
Every visitor could not only take photos against the backdrop of the giant constructions, but also feel like a pilot by taking on the legendary “trench run” mission. This refers to the episode from the original film where the heroes race through a narrow corridor of the enemy station to save the galaxy.
For the Sphere, such an interactive experience was the first in its history. This event immediately made the landmark stand out among other city attractions and set a new standard for entertainment.
Lego Smart Play technology immerses you in the game on a new level
The main goal of the campaign is to present Lego Smart Play, a new platform that unites the physical and digital worlds. The essence of this technology lies in the use of Smart Bricks—special pieces that make traditional sets interactive and “smart.”
The first sets to go on sale will be dedicated to the iconic Star Wars theme. Participants will be able to assemble models that respond to the player’s actions, provide feedback, and unlock new scenarios.
Smart Play works on the principle of:
- Physical interaction with the pieces
- Built-in sensors and lighting effects
When the physical experience receives a digital continuation, as in the case of Smart Play, engagement is no longer tied to a specific location. The game scenario can be expanded through apps and interactive mechanics that continue the story beyond a single installation or set.
A similar logic applies in mobile entertainment formats, where interactivity is built around short rounds, as in IGaming. For example, selections of platforms with apps for playing Aviatrix, which you can find here, serve as a guide to where such experiences are available on Android and iOS.
And in this sense, the Lego campaign on the Exosphere is not an exception, but part of a broader trend: brands are increasingly designing entry points into stories to be interactive and scalable. This approach can be applied both to a building’s facade and to a smartphone screen. The easier it is for a person to become a participant rather than an observer, the more noticeably the very concept of city landmarks and the experience industry changes.
- The ability to connect sets to apps, expanding the gameplay
The platform stimulates imagination and invites experimentation, making the building process truly exciting.
Lego and Sphere leaders reveal the secrets of inspiration and innovation
The leaders of both companies note that innovation and imagination have become the heart of this project. Lego representatives emphasize that Smart Play is designed to encourage curiosity and creativity in all generations.
At Sphere, they believe their venue is ideal for bringing the boldest ideas to life. Both companies strive to inspire people by combining technology and creativity to expand the boundaries of what is possible.
The collaboration between Lego and Sphere has become a vivid example of how the synergy of different industries gives rise to unique formats of audience engagement.
CES becomes an arena for technological breakthroughs and new landmarks
The launch of the interactive campaign was timed to coincide with the world’s largest consumer electronics exhibition, CES. Every year, leading companies gather in Las Vegas to showcase their innovations and set trends for the future.
The Sphere has already become one of the most recognizable landmarks in the city. Its outer shell, the Exosphere, serves not only as a screen for visual shows but also as a powerful tool for marketing campaigns.
Using the Exosphere makes it possible to attract the attention of millions of people. Bright visual effects, scale, and the possibility of interactive participation make the Sphere a magnet for brands and city visitors.
The Sphere and Lego set new standards for audience engagement
Interactive campaigns like this one significantly increase visitor interest and engagement. People do not just watch the show—they become part of it, receiving unforgettable emotions and experiences.
There have already been successful examples of such campaigns in the entertainment industry. For example, Disney-themed installations or large-scale light shows on building facades.
The effects of such campaigns include:
- Growth in social media reach
- Increased audience engagement
- Formation of new standards for brands and urban spaces
Prospects for brands and Sphere visitors open up new horizons
Lego became the first brand to implement such a large-scale project at the Sphere. The organizers are confident that other companies wishing to present their products in an interactive format will follow this example.
The Sphere invites creative leaders and brands who are ready to experiment with new technologies to collaborate. Here, they see potential for developing innovative formats that change perceptions of entertainment and marketing.
In the near future, Sphere visitors will be able to experience even more unique campaigns and events that combine physical and digital experiences.
Innovation is changing the face of city landmarks and marketing
Such projects are becoming the new standard for urban environments and brands seeking dialogue with their audience. Bright visual installations, interactive elements, and technology integration make landmarks truly come alive.
Similar examples can be found in Tokyo, New York, and London, where buildings and squares become venues for digital art and interactive shows.
What other technologies will be able to change our perception of the city and entertainment in the coming years? This question remains open and invites reflection from everyone who follows the development of megacities and the experience industry.
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