The spherical façade of the Sphere complex in Las Vegas this week turned into a giant LEGO-brick “Death Star,” and a live interactive experience was launched on top of the visual overlay. The activation was timed to the announcement of the new LEGO SMART Play technology platform, which the companies talked about at CES 2026. The projection was deployed on the exterior Exosphere screen, described as the world’s largest LED screen. The Sphere venue and the Sphere Studios production team worked on the event together with LEGO, along with partners at Disney and Lucasfilm tied to the development of the Star Wars brand. The public part of the announcement looked like a toy-industry-rare hybrid of advertising, a show, and a gameplay demonstration. The franchise’s visual symbol was not merely set dressing but part of a scenario in which the building façade served as both a stage and an interface. What…
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