The Challenge:
A farmers market traditionally closes after fall. For three weeks before Christmas, it wants to stay open for tree sales, local goods, and a Santa experience, with one bigger ambition: to create a tradition families will return to for generations.
A farmers market traditionally closes after fall. For three weeks before Christmas, it wants to stay open for tree sales, local goods, and a Santa experience, with one bigger ambition: to create a tradition families will return to for generations.
Designing a tradition
For three weeks each winter, the farm stays awake for just a little longer.
Authenticity - Extend the farm into winter rather than overlaying a generic Christmas theme.
Anticipation - Santa is the culmination of the journey, not the entire experience.
Togetherness - Create reasons to gather, linger, and return.
Winter environment - Design warmth, shelter, and accessibility into the experience from the beginning.
Concept, experience design, and creative direction by Julie Womack. Some of the concept imagery was developed with generative AI as a visualization tool.