LEGO set 40178, the "Iconic VIP Set," is a promotional Lego Store diorama featuring a buildable LEGO Store model and two exclusive mini figures: a store employee and a VIP customer. The set, released in 2017, is known for its detailed interior, including a pick-a-brick wall, scaled-down LEGO set displays, and a brick-built dragon. 
 
Here's a more detailed description:
Model:
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LEGO Store:The set includes a detailed LEGO Store model with shelves stocked with various LEGO sets, a cash register, and a promotional display.
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Pick-a-Brick Wall:A notable feature is the "pick-a-brick" wall, which includes clear tiles and stickers representing different LEGO box fronts.
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Dragon:A scaled-down version of the dragon found in many LEGO Stores, including the one at Legoland in Disney Springs.
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Other Details:The store includes a red super-sized brick, coffee mugs, and a space for picking up pieces, potentially representing a build-your-own minifigure area.
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VIP Card:A buildable VIP card with rounded edges, slightly larger than a standard VIP card, is also included.
 
Minifigures:
- Store Employee: This minifigure has a brick badge, spiky brown hair, and a LEGO logo on the back of their shirt. They also carry a brick-built LEGO Store bag. 
 - VIP Customer: Unique to this set. 
 
Other notable features:
- Exclusive Set: The set was a promotional item given to LEGO VIP members. 
 - Polybag: The set was originally released as a polybag. 
 - Specialized Elements: The set includes unique pieces like the 1x1 modified plate with rounded corners. 
 - Play Features: The dragon head has a movable play feature.