Smart Play – The Experience at Sphere
Smart Play – The Experience at Sphere
In 2026, LEGO launched the interactive Smart Brick in partnership with Star Wars. To promote their latest innovation, LEGO transformed Sphere into a 366‑foot‑high Death Star and made it playable. Launching the biggest video game in the world — maybe the universe. At the heart of the experience was a life‑size LEGO X‑Wing powered by a LEGO Smart Brick. Fans stepped inside the cockpit to battle the Death Star live on Sphere — blasting turrets, TIE fighters, and Darth Vader. Our first of its kind game experience showed how a single brick can elevate play to a whole new dimension.
Awards
D&AD Pencils
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Details
- Categories
- Countries
- Year
Credits
- Brand
- LEGO
- Production Company
- Magnopus
- Sphere Studios
- Entrant Company
- Our LEGO Agency USA
- Sphere Studios
- Advertising Agency
- Our LEGO Agency USA
- Sphere Studios
- Design Agency
- Sphere Studios
- Client
- The LEGO Group

