A coast to coast experiential tour that dropped fans straight into the LEGO Star Wars universe, built to showcase LEGO's new Smart Play™ technology. Visitors picked their allegiance, light side or dark, then moved through a series of games that blurred the line between the physical and the digital.
Anchoring every location were four large scale installations, where the creations made possible by the Smart Brick were rebuilt as life size structures, towering well beyond their original scale. The experience also featured an AR minifigure capture, and closed with a connected retail moment that let guests carry a piece of the adventure home with them.
