In a first for Sphere in Las Vegas, the venue's Exosphere transformed into a Lego Star Wars-themed interactive game experience.
Created by Sphere Studios for the Lego Group, and in collaboration with Disney Consumer Products and Lucasfilm, the activation celebrated this week's Lego Smart Play announcement.
The 580,000-square-foot Exosphere was transformed into a Lego brick version of the Death Star.
A full-scale Lego X-Wing next to Sphere allowed visitors to experience the iconic trench run from Star Wars: A New Hope and take down the Death Star.
"This interactive Exosphere experience – which brings Lego Smart Play and Star Wars to life on an unprecedented scale – marks the first collaboration to leverage Sphere’s new immersive Exosphere technologies, and exemplifies how brands can utilize Sphere to connect with their fans in new ways," said Marcus Ellington, executive vice president of ad sales and sponsorships at Sphere.
Lego's new innovative Smart Play technology was showcased at the Consumer Electronics Show (CES) 2026.
The Smart Play platform features more than 20 patented world-firsts with its technology and comprises the Lego Smart Brick, Lego Smart Tags, and Lego Smart Minifigures.
"Showcasing our latest innovation via an incredible experience on Sphere in Las Vegas allowed us to celebrate play on an extraordinary scale by bringing the Star Wars galaxy to life, in alignment with our friends at Disney Consumer Products and Lucasfilm," said Julia Goldin, chief product and marketing officer of the Lego Group.
Ron Faris, senior vice president of global brand marketing at Disney Consumer Products, added: "The size and scale of Sphere in Las Vegas lent itself perfectly for this first-of-its-kind Star Wars experience recreating the iconic trench run, allowing us to highlight the immersive capabilities of the new Lego Smart Play system on a new canvas."
Images courtesy of Sphere / Lego Group
