We were asked to create a Rube Goldberg machine through the lens of a holiday window display experience. This was a tremendous challenge and a rewarding team building experience. This assignment is a long-standing tradition at the VCU Brandcenter.
Create a Macy's window display featuring a Rube Goldberg machine that represents an old-fashioned family Christmas.
We knew families gathered around the fireplace during the holiday season so the mantle became the natural centerpiece of our display.
We wanted our machine to have a final trigger that extended beyond a single viewing of the window display. We created our machine to end on taking a picture of the street viewers with the idea that these images would be posted to a website for people to see/download following.
We found it interesting to interweave motorized/electric items with objects that nod to old-fashioned holiday while incorporating Macy’s cornerstones such as Santa and “Believe,” “Believe in the Magic of Giving.”
We recommended having a button on the outside of the window display for viewers to push to trigger the start of the Rube Goldberg machine. Each push of the button would donate $1 (up to $1 MM) to Make-A-Wish foundation, leveraging the success of Macy’s 2016 partnership with Make-A-Wish to donate $1 for every Santa letter, up to $1MM.
Our set was built in a garage and involved a framework of two constructed, free-standing walls and an existing wall.
We spent time finding and gathering materials so we could leverage as many found items as possible. We were able to source much of what we needed from family and friends.
Gloryah Allen - Experience Designer Kobby Amoako-Atta - Copywriter Rob Arthur - Art Director Hannah Barr - Strategist Caroline Bivens - Creative Brand Manager Zach Brown - Creative Brand Manager