The famous Brick Lane hosted a guerilla-marketing stunt by Disney to promote their new film Wreck-It Ralph.

No, it’s not virtual reality. It’s real. You can touch it and stand right in it. For anyone who has ever wanted to jump into his or her favorite video game, Disney took a shot at delivering on this dream.

To generate buzz around the U.K. release of their new film Wreck-It Ralph, Disney commissioned sculptor Aden Hynes to remake Brick Lane in east London to mirror the video game theme of the film. Wreck-It Ralph is an animated film in which the main character, Ralph, tries to break out of his 8-bit video game to join a new one where he can be the ‘good guy.’ Check out the trailer below:

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