Challenge
Can Christmas Be Felt Without Familiar Symbols?
Every December, Christmas begins to look the same — trees, tinsel, and predictable cheer repeated year after year. The challenge was to create a Christmas experience without relying on borrowed visual language, yet still evoke joy, warmth, and human connection. Could the spirit of Christmas be communicated without clichés, and still stop people in their tracks?
Approach
Designing Arrival, Not Decoration
The insight was simple but powerful — Christmas is not about objects, it’s about arrival. A gift reaching its destination. A moment finding the right people. The idea unfolded as a narrative rather than a reveal: a gift falling from Santa’s sleigh, found by a bear, carried with care through the city, and finally arriving at Concept Co. The bear wasn’t a mascot or a costume, but a symbol of intent, presence, and quiet joy.
Solution
Christmas, Installed
The Concept Co window became the final frame of the story. A large-scale bear installation, seated at the window with a gift in hand, transformed the space into an experience rather than a display. Still, warm, and impossible to ignore, the installation invited interaction, conversation, and pause. It became a living moment — where people didn’t just see Christmas, they met it. Online, the story unfolded in chapters, extending the experience beyond the window and allowing the moment to linger long after arrival.
Credits
Concept & Creative Direction
Vilas Mohurle, Himani Manral
Art Direction & Narrative Design
Vilas Mohurle, Urja Mane
Sculpture & Fabrication
Anil Kumbhar
Motion Design
Sushant Bhise
Visual Identity & Typography
Santosh Pawar
Digital Amplification
Aditi Lalwani
Commissioned By
Concept Co
