The LEGO Group lit up the Las Vegas skyline with a first-of-its-kind interactive game experience outside Sphere during CES 2026—transforming the Exosphere into a brick-built Death Star and bringing the iconic trench run to life at city scale.
When the city becomes the game screen
Created by Sphere Studios for the LEGO Group in collaboration with Disney Consumer Products and Lucasfilm, the experience turned the world’s largest LED exterior into a playable moment—blending entertainment, technology, and OOH into one live interaction.
A Death Star trench run built for maximum spectacle
During CES 2026, the Exosphere became a stunning interpretation of the trench run from Star Wars: A New Hope. The scale was the message: a familiar scene rendered as if it were built from LEGO bricks, designed to be instantly recognizable from across the Strip.
The cockpit moment: fans as the controller
Invited guests didn’t just watch—they played. Outside Sphere, they took a seat inside a LEGO-themed X-wing cockpit and experienced the thrill of “blowing up” the Death Star displayed on the Exosphere, turning passive viewing into participatory storytelling.
Why this launch matters: LEGO SMART Play
The activation marked the debut of LEGO SMART Play, described as a major evolution of LEGO’s System-in-Play. Powered by the LEGO SMART Brick, the platform is built to make creations respond to how they’re played with—starting with Star Wars-themed sets as the first wave.
The OOH takeaway: spectacle is stronger when it’s interactive
This is what modern OOH can become: not just a display, but a live interface. By pairing a physical cockpit with a monumental digital canvas, LEGO turned attention into action—creating a memory, not just an impression.
FAQs about this campaign
What did LEGO do at Sphere during CES 2026?
LEGO and Sphere Studios transformed the Exosphere into a LEGO Star Wars Death Star and trench-run scene, paired with a live interactive game experience outside the venue.
How did the interactive experience work?
Guests sat in a LEGO-themed X-wing cockpit and played a trench-run style experience, ‘blowing up’ the Death Star displayed on the Exosphere.
What is LEGO SMART Play?
A new LEGO play innovation powered by the LEGO SMART Brick, designed to bring LEGO creations to life through responsive, interactive play.
When does LEGO SMART Play launch?
LEGO SMART Play is set to begin with Star Wars-themed sets starting March 1, 2026, in select markets.
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