Client // Brookfield Properties
Assignment // Innovation Strategy · Design Strategy · Concept Development · Prototyping · Experience Design · Production Oversight · Measurement Framework · Go-To-Market Strategy
Redefining the Consumer Experience
The North Face is legend in the outdoor adventure space.
But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was.
What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience.
The Challenge
Brookfield Properties approached us with a critical mandate: modernize their consumer experience and create an innovative, interactive model that could drive foot traffic, generate buzz, and scale across their national portfolio.
The first test would come fast—a holiday-season pilot—while the larger ambition was clear: Design a year-round, nationwide engagement system that strengthens consumer relationships, not just seasonal visitation.
The Insight
Our process begins with a structured exploration of Category, Culture, and Product. For Brookfield, this lens revealed a key truth: while malls have traditionally focused on transactions, consumers increasingly seek connection, play, and meaningful shared experiences. The design challenge sharpened into a tension: How do we create holiday experiences that feel inclusive and modern—engaging visitors of all ages, backgrounds, and abilities—without alienating holiday traditionalists? The answer lay in the emotional universals that define the season: Magic, Connection, Tradition, and Peace. These territories became the foundation of a scalable design system.
What We Did
Two Things partnered across strategy, design, prototyping, and production to build a repeatable experience framework for Brookfield’s properties.
We established guardrails for scalable, measurable programs
A rigorous structure ensured every concept could be replicated, optimized, and evaluated across multiple sites.
We developed concepts that embodied universal emotional territories
Experiences were crafted to feel differentiated yet accessible—inviting participation from diverse audiences while maintaining a sense of holiday wonder.
We prototyped analog surfaces enhanced by technology
Our approach prioritized simple, human moments—augmented with embedded tech to spark delight.
We developed and tested:
-
AR interactions
-
Animatronic games
-
Interactive soundscapes All designed for durability, accessibility, and operational feasibility.
We launched a real-world pilot and scaled it nationally
The first activations debuted during Holiday 2019/2020 at The SoNo Collection (CT) and Natick Mall (MA).
These test markets delivered insights that shaped the multi-location rollouts in 2020, 2021, and beyond.
The Result
The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact.
In-Experience Metrics
A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. Six unique groves were produced, with different configurations deployed per property to evaluate performance in diverse markets.
Consumer Sentiment
The groves delivered strong emotional resonance.According to Brookfield’s internal survey:
-
85% of guests rated the experience as “unique”
-
90% indicated they were highly likely to return the following year
Earned Media & Buzz
Despite being a pilot, the experience generated industry attention and organic consumer buzz. Reactions ranged from “interactive decorations” to “makes you enjoy the season even more.” Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout.
Press
These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.
