Dubai Metro: Celebrating 15 years

Launched on Sep 9, 2024 for a month

Dubai Metro has partnered with LEGO to design a vibrant and interactive train and platform experience. The interior of the metro cabins is branded with LEGO, featuring 3D elements, while the platform at the Mall of the Emirates (MOE) Station has been transformed into a LEGO-themed station, with oversized LEGO bricks used to create seats and surrounding structures.

Vehicles Campaign 2024

July-August 2024

The Vehicles Campaign 2024 setup highlighted exclusive autographed sets by Lewis Hamilton and Toto Wolff. The activation captivated customers with a car generator game and free building zones, offering interactive experiences for both children and adults.

Ramadan 2024

23 March - 4 April 24

The Ramadan event was designed as a calendar in line with the campaign concept "Build with Everyone," which encouraged spending quality time with loved ones during the season. Additionally, an online competition for the best daily builds was held, with prizes awarded each day.

Icons of Porsche 2023

25th - 26th November 2023

The Icons of Porsche event showcases a unique collection of Porsches from around the world, creating a space where Porsche enthusiasts can immerse themselves in the brand. As LEGO, we participated by displaying various Porsche LEGO models and setting up a store where attendees could purchase the different sets.We also set up a 5x5 free build desert pit filled with LEGO bricks for interactive play and fun.

Friends Launch

24th February-2nd March 2023

An event to launch the all new look of LEGO Friends, while providing a fun, engaging and entertaining activation, as you explore the rooms of Aliya, Nova and Liann, their unique interests, passions and personalities.

Explorers Box

18 April - Till now (Dubai)
22nd February - 7th March (Jeddah)
26th December - 1st January (Riyadh)

The setup was designed to resemble a Creator 3-in-1 Explorers box. Inside, it offers a journey through LEGO's history, a collaborative mosaic-building area, a station where visitors can follow instructions to build a lantern and teapot, a souk showcasing culturally significant models, and a build-and-rebuild zone where the same bricks can be used to create various models.

LEGO Shows

From 2017 till now

At LEGO® Shows, we create immersive and engaging experiences that bring the magic of LEGO to life for fans of all ages. Our shows are designed to inspire creativity, spark imagination, and celebrate the joy of building with LEGO. Featuring a variety of themed displays, interactive build zones, hands-on workshops, and larger-than-life LEGO creations, our events offer something for everyone. Whether you’re exploring iconic LEGO sets, participating in collaborative builds, or attending exclusive unveilings of new LEGO themes, LEGO Shows provide a dynamic environment where fans can connect, create, and share their passion for LEGO.