Instead of doing a conventional advertising campaign, Lego has let its own product take center stage. To promote his new set from the Lego Technic line, which consists of a version of Sadair’s Spear from the sports car manufacturer Koenigsegg, he has displayed the thousands of pieces that make it up on billboards in the Shanghai subway.

The objective has been to convert the supports into public installations that highlight and celebrate engineering excellence and the company’s commitment to innovation. Thus, it has deployed each of the 4,104 original pieces that are part of the new set, reflecting the technical detail and meticulous work behind the launch of both the game and the real vehicle.

The action aligns the level and commitment of both brands around precision and design by showing the different components of the car. In four sequential stands located at the West Nanjing Road station, Lego has dismantled the car’s piston engine, transmission, front and rear suspension, or even its removable roof, its folding mirrors or the synchronized movement of its hood, doors and trunk.

In addition, it has also displayed pieces, as well as a complete finished model, at Lujiazui station, allowing passers-by to contemplate Lego’s creativity and mastery. As shared by Guo Jun, Creative Director of The Lego Agency in China, the activation required 26 days and more than 3,000 hours of work to bring the project to life.

The Lego set recreates Koenigsegg’s Sadair’s Spear at a 1:8 scale, which only has 30 examples approved for circulation, making it one of the most exclusive cars in the world. This is the sixth Lego Technic Ultimate Car Concept model, and it is the set in the series that includes the largest number of pieces to date.

Original post Lego on Instagram.

The outdoor advertising action is part of a global campaign with other activations. Among them, the creation of a life-size version of the set and its driving on Goodwood Hill, the emblematic course located in the United Kingdom that hosts the Goodwood Festival of Speed ​​every year. The construction was led by Markus Lundh, Koenigsegg Test Driver, who precisely set the slope climb record with Sadair’s Spear in 2025 last edition of the festival.