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Our challenge was to help transform a typically B2B business into a B2C consumer experience, attracting quality visitors from a variety of demographic cohorts: adults, young families, teenagers. Success was measured by a variety of metrics using the interactive elements as the playing field, including but not limited to: time spent at each activation, repeat visits, and dollars spent across activations.

Regardless of holiday traditions, there are universal emotions that come with the season: Magic, Connection, Tradition, and Peace. Strategically, we took these and shepherded them into a simple, user experience brief: make moments of magic. 

Brookfield Properties, a behemoth of asset management, real estate, and infrastructure, primarily focused on B2B relationships and clientele in their shopping malls. The problem? Malls don’t exist to just serve the businesses and food courts, but rather the busy and excited shoppers stepping through their doors. And, malls at holidays? Overrun with decor and crowds only there to see Santa.

A non-denominational, inclusive, and modern solution was needed.

Client // Brookfield Properties

Assignment // Innovation Strategy, Experiential Design, Digital Production, Retail Experience Design, Measurement Strategy

A strategy to engage all ages during the busiest season.

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 interactive experience piloted in Holiday 2019 in two premium locations—Sono Collection outside NYC and Natick Mall in MA. Of the six installations proposed, four were used for the pilot with plans for national scaling in subsequent years. While the COVID-19 pandemic ultimately slowed the rollout, the rollout began again in 2022 across the US. 

Both the pilot and future installations included unique “groves” full of AR experiences, animatronic games, and interactive soundscapes. Though the experience and installations looked analog and nostalgic at first first glance, their embedded tech created organic moments of joy, laughter, and play. 

Highlights included the “Wishing Tree” for visitors to place wishes inside pinecone ornaments and have them whisked away to a huge LED chandelier; the “Holiday Bells Grove,” a 24 foot central bell where movement unlocks a symphony; and the “Whispering Wishes Grove” where dreams and hopes are whispered to the forest and transformed into sound and light.