A seasonal retail concept for Åhléns exploring how a familiar Christmas tradition could be used to make structural homelessness more visible.

The project was built on the idea that people are often more likely to engage through rituals and shared activities than through awareness messaging alone. Instead of requiring an existing interest in homelessness, the concept connected the issue to a behavior many people already participate in during Christmas.

The concept proposed a collaboration with Sveriges Stadsmissioner, where Åhléns would release a series of gingerbread house kits representing different forms of housing insecurity, with all profits donated to long-term work against structural homelessness.

The goal was to turn a familiar holiday activity into something more reflective and participatory, where contributing to the cause became part of the tradition itself.

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