Since the emergence of online shopping, we have entered an era in which the value of 'real' stores is being questioned. MUJI fused online and offline shopping in an attempt to provide customers with a meaningful retail experience.

Christmas 2012. Using the iconic Christmas product, the 'Hexenhaus', as inspiration, MUJI brought an experiential campaign to stores for families to enjoy pleasant time making Gingerbread Houses. It was nothing short of a challenge to create a new kind of shopping.

Taking videos and pictures of the installation was OK and we invited people to share information about on SNS. People’s tweets and images were displayed inside the installation on monitors. People’s comments about what they liked about the diorama as well as pictures of what they thought was cool became a physical part of the interior of Gingerbread Town.

In addition, inside the diorama, cameras were installed at the eye-level of children. This enabled users to experience the diorama for the perspective of children on the website, 24 hours a day around the world.

Children are enthralled by Gingerbread Town. Similarly, adults can think back to the time when they felt the same way.

We wanted to bring children and parents together to create something that would embody this sense of wonder. So we took the popular Christmas shopping item, the 'Hexenhaus' kit and built 'Gingerbread Town' dioramas in stores, containing 100 houses and over 150,000 pieces.

- Sales: Up 328%

- Tweets and Images Posted on Twitter & Instagram: Approximately 5,000

- Visitors to the Gingerbread Town : 150,000

- The impressive quality and scale of the experiential Gingerbread Town was particularly enjoyable for groups of customers composed of parents and children, and provided an example of a retail experience fit for the new century.