Christmas in Westfield with the Dutch Cottages

The Game Plan

We deliberately established the Dutch Cottages as a recognizable hero: it's a proven giveaway and draws people in without first having to explain what's happening. Only we rebuilt the concept, literally and creatively, with one goal: to make the step from viewing to conversion as small as possible.

Therefore, we turned the setting into a festive advent calendar! Instead of one static house, we opted for four linked houses that work double-sided, so we could score on both sides of the loop stream. On top, we placed a large gold envelope as a visual hook toward the canny amount. The payoff was in the interaction: after signing up, you could grab a house yourself through windows that open like doors.

Practically, we immediately solved a major pain; no boxes lying around and messy inventory. In fact, we incorporated storage doors in the ends into the setting itself, keeping the whole thing sleek and allowing the on-site team to work faster.