For the 3D premiere of Star Wars – Episode 1, Serviceplan and LEGO professional Rene Hoffmeister developed a way to turn the little bricks into music. They created a barrel organ featuring four Star Wars worlds (Hoth, Tatooine, Endor, and the Death Star), which played the iconic main theme when it was turned as the LEGO bricks pushed mechanical sensors connected to a built-in keyboard.
The organ creatively promoted both the movie and toys at the same time, and was exhibited in cinemas all over Germany, free for everyone to play. It also featured a QR code, which led to a microsite where the organ could be experienced and LEGO sets could be ordered. The organ is due to be permanently installed in LEGOLAND Germany later this year. You can check out the documentary and making of videos below: