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. 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.

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.

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.