Visitors to the flagship Leicester Square LEGO Store can now experience an interactive window display. The display switches between a daytime toy workshop and a nighttime party, with a little help from Daft Punk’s One More Time. The unique window display mixes digital elements, physical LEGO models, and interactive points. A similar display has been installed in the Fifth Avenue New York LEGO Store. Both displays are available to view across the holiday season. Learn more below.
LEGO Group unveils its LEGO® Holiday 2026 Flagship Window, Leicester Square
The display moves between a daytime workshop scene and a ‘Night Party’, featuring brick-built models, digital elements and scenes from the advert, which is set to Daft Punk’s One More Time.
The LEGO Holiday 2026 Flagship windows are the culmination of creativity, craftsmanship and technical innovation, bringing together LEGO teams and specialist partners across multiple countries to transform our flagship locations in London and New York.
At the heart of the experience is the animated LEGO Holiday Workshop, brought to life through playful Yeti characters and interactive stories across the windows. Large-scale digital animation is combined with physical LEGO models, bespoke scenic environments, lighting, sound and interactive technology, allowing the story to extend beyond the screen and into the windows themselves.
- More brick-built elements than ever before
Holiday 2026 features more brick-built elements than any previous iteration of the flagship Holiday windows, bringing the LEGO Holiday Workshop to life through minifigures, models and playful details.
- Built in Kladno, then taken around the world
Brick-built models were produced through the LEGO model-making operation in Kladno, Czech Republic, before being carefully transported to London and New York for integration into the flagship installations.
- Digital canvases several metres across
At Leicester Square, the LED installation reaches 4 metres high, while Fifth Avenue features a full-window LED experience approximately 4.25 metres wide by 2.75 metres high, creating a backdrop where physical models and digital content appear together.
- One animation, two different environments
A single animation was created to work across both London and New York, despite the two flagship installations being different scales and proportions. The content was designed to adapt seamlessly to both environments while maintaining one consistent Holiday Workshop experience.
- The windows respond to shoppers
These are not traditional static window displays. Physical interaction points allow visitors to trigger moments within the Holiday Workshop, with sensing technology connecting shopper interactions to animation, lighting and other digital content.
- Months in the making, right up to launch
Months of creative design, LEGO model building, scenic fabrication, animation and technical development culminated in intensive installations in London and New York. New York installation activity began around two weeks ahead of launch, while Leicester Square’s main transformation was delivered through a concentrated programme of overnight installation, integration and testing during the final week.
