Hallmark envisioned something that evoked their beloved Christmas movies—a space where families could come together, experience the magic of the season, and create lasting memories. It had to be immersive, interactive, and unforgettable. To bring this ambitious dream to life, Hallmark turned to SuperFly, Bay Laurel Advisors, and Dimensional Innovations to bring these magical visions into a colorful reality.

DI collaborated with SuperFly and Bay Laurel Advisors, integrating Hallmark’s branded design concepts into one seamless holiday "Hallmark" experience. DI then fabricated several beautiful, cohesive, themed pop-up facades. These displays needed to be dependable, engineered to be installed (and disassembled) quickly and efficiently. They also needed to be durable enough to withstand the Kansas City winter elements. The end result is an immersive journey that takes families through a Hallmark Christmas movie with plenty of photo ops.

"We wanted to create core memories that really become part of your holiday experience," says Spencer Farley, DI's Entertainment and Retail Practice Director. "There are thousands of Kansas Citians who make the Plaza Lighting Ceremony part of their Thanksgiving evening tradition. That's what Hallmark wants to create with this experience."

The seasonal pop-up experience features a Card-Sending Craft Station where families can sit together and personalize their own Hallmark Christmas cards. And when they drop their cards into the mailbox, they know Hallmark will take care of the rest—mailing their heartfelt greetings to friends and family.

For the young (and young at heart), DI partnered with Crayola, a Hallmark subsidiary, to bring to life a community mural where families can let their imagination run wild  using holiday-inspired and brilliant colors of Crayola.

With shimmering lights, family-friendly activities, and the unmistakable warmth of the Hallmark brand, the Hallmark Christmas Experience is a place for families to make their own Hallmark Christmas story.