For Holiday, Nordstrom wanted to make the season feel more magical through an unforgettable, immersive shopping experience.

We partnered with them to transform our Oh, What Fun campaign into a playable retail experience across flagship stores in New York City and Seattle.

Designed as the Oh, What Funhouse, we turned gifting into an instinct-led journey. Five sensory zones invited shoppers to listen, smell, touch, see, and taste their way through discovery — training different “gifting senses” along the way.

Rather than browsing passively, guests moved through the experience, unlocking moments of surprise and sharpening their instincts with every interaction. Complete the journey and reveal the sixth sense: Gift Expert.

From exterior entrances to immersive wayfinding and interactive installations, the store itself became part of the story — extending the campaign beyond the screen and into the physical world.

The result was a holiday environment where shopping became something intuitive, playful, and truly participatory.