Case Studies

The Tree of Hugs

A Christmas tree lighting and decoration project, illuminating the iconic building of Armazéns do Chiado capturing the true Christmas spirit.

The Challenge

We were asked to bring the Christmas spirit to the Armazéns do Chiado shopping centre in Lisbon. We were asked to create something spectacular for locals and visitors to enjoy. The goals were to create a memorable Christmas installation that would make Armazéns do Chiado a holiday destination. The criteria included being an active part of an ongoing branding campaign and increase foot traffic and sales.


We took advantage of the facade of this iconic Lisbon building and played with the magic of lights and the Christmas spirit, aiming to develop a project that would bring people together and create smiles.


We considered producing a Christmas tree which would be embedded in the facade of the Armazéns do Chiado building. Simultaneously, we envisioned the tree lighting in concert with the building facade lighting display. The magical combination would synchronize with the current Armazéns do Chiado branding campaign.

This is how the idea of the "Tree of Hugs" came about, in which hugs light up Christmas and turn into donations that fulfil wishes.



We designed a customised experience, with a strong interactive multimedia component including lighting and sound animation effects, activated at pre-defined moments.

In real time, people were challenged to give hugs, from strong and affectionate to tender and passionate, which triggered different sequences and choreographies of lights on the Christmas tree and on the building's facade. In addition, each hug was converted into a donation to the Make-a-Wish foundation, which focus on granting wishes for children with critical illnesses.

The base of the tree was supported by a giant screen that served as an information point and aired campaign components such as branded content for social media.

Success was measured by interactions with visitors, immersing them in the experience, being true co-creators of content.

We exceeded the footfall goal set for the campaign, generating thousands of smiles and Armazéns do Chiado became a premier destination for Christmas in Lisbon.

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