With the holiday season rapidly approaching, there is something especially magical about watching cities around the world begin to transform for Christmas. From the twinkling lights and festive decorations to the elaborate window displays that have become such a beloved part of holiday shopping, there are plenty of little moments that help make this time of year feel so special.
And for families visiting two of the world’s most iconic shopping destinations this Christmas, the LEGO Group is bringing a little extra imagination to the festivities with an all-new holiday experience that brings the magic of its bricks to life!
The LEGO Group has officially unveiled its 2026 holiday flagship window display at its Leicester Square store in London, bringing the world of The LEGO Holiday Workshop Christmas advertisement into an interactive experience filled with colorful creations, playful characters and plenty of holiday cheer. The new installation is part of a larger celebration spanning the company’s flagship stores in both London and New York City, giving visitors a chance to step into the festive world first introduced in this year’s holiday campaign.
Inspired by the Christmas advertisement set to Daft Punk’s One More Time, the displays bring audiences into the LEGO Holiday Workshop, a whimsical world filled with mischievous Yeti characters, brick-built creations and plenty of surprises waiting to be discovered. Throughout the experience, the windows transition between a bustling daytime workshop and a lively nighttime celebration, bringing together the excitement of Christmas preparations with the joy of a holiday party.
But what makes this year’s displays especially interesting is how the LEGO Group is combining traditional brick-building with modern technology to create something that goes beyond an ordinary Christmas window.
The installations feature an elaborate combination of physical LEGO models, large-scale digital animation, custom-built environments, lighting and sound, allowing the world of the Holiday Workshop to extend beyond the screen and into the displays themselves. Visitors will also have opportunities to interact with the windows through special touchpoints that trigger different moments within the animated experience, creating a little extra magic as the characters and decorations respond to their actions.
And with more brick-built elements than any previous LEGO holiday flagship window display, there is plenty for fans to discover among the festive scenery. From miniature figures and detailed models to the larger creations that help bring the workshop together, the installations celebrate the creativity and imagination that have remained at the heart of the LEGO brand for generations.
Behind the scenes, the project has also been a major international undertaking, bringing together LEGO designers, model makers, animators and technical specialists from across multiple countries. The brick-built elements were created at the company’s model-making facility in Kladno, Czech Republic, before being carefully transported to London and New York for installation.
The displays also feature impressive digital elements, with the Leicester Square installation incorporating an LED display reaching four meters in height. Meanwhile, the New York flagship store on Fifth Avenue features a digital window measuring approximately 4.25 meters wide and 2.75 meters high, allowing the animated workshop to become part of the surrounding physical environment.
And while the two flagship locations have different window sizes and layouts, the LEGO Group developed a single animation that could be adapted for both installations, ensuring visitors in London and New York can enjoy the same holiday story in their own unique settings.
The finished displays are the result of months of planning, animation, model building and technical development, with the final installations taking place in the weeks leading up to their unveiling. In London, much of the transformation was completed through overnight work during the final week, while preparations in New York began approximately two weeks ahead of launch.
For families who have made visiting holiday window displays part of their Christmas traditions, the new LEGO Holiday Workshop offers another opportunity to enjoy a little seasonal magic. And with its combination of imaginative storytelling, familiar LEGO creations and interactive surprises, the experience brings together the excitement of the holidays with the creativity that has made LEGO such a beloved part of childhood.
The LEGO Group’s 2026 Holiday Workshop window displays can now be enjoyed at its flagship stores in Leicester Square, London, and Fifth Avenue, New York, as part of the company’s holiday celebrations.
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