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AMERICAN FAMILY INSURANCE

Designing a Modern Winter Wonderland

When creative sports marketing firm rEvolution contacted Bridgewater Studio to design, fabricate and install a scenic buildout for a special holiday brand activation, we knew it would be a fun project. 

The Magic of Lights holiday event, sponsored by American Family Holiday House in Milwaukee, Wisconsin, would be an immersive experience complete with an augmented reality (AR) component and a majestic ice throne for a one-of-a-kind holiday photo op.

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With our holiday activations for Elf on the Shelf, Mattel, and the Beverly Center as a guide, we also knew it would present plenty of logistical challenges. Beginning with early ideation, we needed to plan for a fast approaching deadline that included long-distance shipping and installation of an entire themed environment.
Early concept image
Fabrication began with CNC cutting and foam sculpting to create a number of large, custom blocks that would be used to construct walls, pillars, and throne for an enclosed ice cave. For the interactive AR area, a giant screen was set into the ice walls, allowing guests to take part in a virtual holiday adventure. A custom fabric ceiling and custom lighting design added the final touches to this magical environment.

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