For Star Wars Celebration 2022 we created an immersive space that gave fans the opportunity to explore and discover the parts of the LEGO Star Wars world that most directly intersected with their love of the saga, turning them from Star Wars fans into LEGO Star Wars fans.

The booth was designed to be approached from multiple sides with each side offering a different experience for kids, collectors, AFOLs, shoppers, and gamers. Features included a walkthrough hyperspace tunnel displaying LEGO starships, a photo-op featuring a life-size brick-built volleyball playing Darth Vader to promote the upcoming Summer Special, a graffiti wall where visitors could create designs using LEGO bricks, a stage packed with programming including talks from LEGO Master Builders and LEGO build competitions between influencers and attendees, gaming pods for fans to try out the latest LEGO Star Wars video game, and even a store where fans could purchase LEGO Star Wars sets to take home.

The four-day activation saw over 2,000 visitors who spent an average of 10 minutes exploring the booth and resulted in the in-booth LEGO retail store selling out of product.