Department store Myer has teamed up with the Lego Group to help design a Christmas window for the upcoming festive season.
Showcased over six of its Bourke Street store windows, the window display is constructed from almost 500,000 Lego bricks, designed in a storyline about a child’s letter finding its way to Santa’s workshop in the North Pole.
The display follows 12 months of planning, alongside 1700 work hours in the build phase.
The windows will have a distinctly Melbourne aesthetic, with a cast of over 700 Lego minifigures attending Carols By Candlelight at the Sidney Myer Music Bowl and making preparations for the MCG’s Boxing Day Test.
This year, the smaller side windows at the Bourke Street Mall entrances will also have Lego creations.
“Myer’s Christmas windows have delighted and created moments of magic and joy for generations since they were launched in 1956,” executive chair Olivia Wirth said, adding that last year’s window displays were viewed by more than one million people.
“This year’s story celebrates the joy of play, nostalgia and imagination, and we’re delighted to have partnered with the Lego Group to bring this activation to life to create wonderful memories this Christmas.”
Lego Group’s AU/NZ general manager, Troy Taylor, said this partnership is a full-circle moment.
"Having grown up in Geelong, I have such fond memories of catching the train to Melbourne and visiting the Myer Christmas Windows with my family, so it is a real privilege to now see the Lego brand as part of this beloved tradition,” Taylor said.
The displays, titled ‘A Playful LEGO Christmas Story’ was created through the narration of Lego’s play ambassador, Hamish Blake, and Stage One’s creative and technical director, John Kerr, Lego master builder Peter Donner and Lego Certified professional Ryan “The Brickman” McNaught.
“To collaborate with the LEGO Group on the 70th anniversary windows is one of the highlights of my 32-year career of working on the Myer Christmas Windows,” Kerr said.
Lego master builder Peter Donner added the project was a labour of love.
“Every brick plays a part in capturing the magic of Christmas, from the twinkle in Santa’s eye to the sparkle of the Melbourne skyline. It’s been incredible to see the team’s creativity and craftsmanship come together to build something that will inspire imagination and joy for visitors of all ages.”
The collaboration also comes as The Basement at Myer Melbourne hosts a Lego Christmas playland. The Basement activation runs from Saturday, November 8, up to and including Christmas Eve.