1, 2, 3 Noël

Objective

Galeries Lafayette launched this interactive Christmas experience to drive holiday shopping engagement during the peak retail season, as part of the department store's annual Christmas theme staged under the Paris Haussmann dome — a tradition dating back to 1976. The campaign aimed to create memorable brand interaction by gamifying the shopping experience with a digital entertainment component, and the '1,2,3 Noël' concept returned for further in-store editions in 2021 and 2022.

Solution

Players explore a festive digital showcase environment to collect hidden Christmas characters scattered throughout the experience. The game features a retro-illustrated aesthetic built with WebGL, Three.js and GLSL for 3D graphics, Vue.js for interactions, and Anime.js for animations, with the toy characters illustrated by Léa Chassagne. Players who complete the character collection win the grand prize: a full shopping day at Galeries Lafayette. The experience emphasizes colorful, playful design with a vibrant palette and was published at 123noel.galerieslafayette.com. The digital game tied into the store's physical decoration: for the 2021 edition, Chassagne's toy characters and a rock-star-costumed Santa were showcased alongside a Disney+ partnership spanning six universes (Disney, Pixar, Star Wars, Marvel, National Geographic, Star), with content displayed on Samsung screens, smartphones and tablets in the windows and atrium. In the 2022 edition, the same toy characters featured on the store's giant Christmas tree under the dome, with a sound-and-light show every 30 minutes bringing them to life.

Results

Won an Honorable Mention on Awwwards (17 November 2021).