A seasonal retail activation developed for Åhléns in collaboration with Sveriges Stadsmission, using a familiar cultural ritual to make structural homelessness visible.

The concept reframes structural homelessness by questioning what “home” can look like, using gingerbread houses as a symbolic and participatory medium that invites reflection rather than instruction.

During the Christmas season, Åhléns would release a series of gingerbread house kits representing different forms of housing beyond the traditional single-family home, with all profits donated to support long-term housing initiatives.

Extended through a public Christmas market activation, the concept turns a shared holiday tradition into a collective act of participation, transforming awareness into engagement through experience and storytelling.

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