See You in the Forest

The Saks Fifth Avenue holiday pop-up was conceived as a quiet answer to a noisy season: instead of bright decorations, a thoughtful installation about winter.

The concept “See You in the Forest” turns the store into a white forest — an invitation that doesn’t reveal what awaits inside. It is both a shopping space and an installation, created together with a sculptor, animation artists and a composer.

The forest lives with the weather outside: when it snows, it snows inside too; on a sunny day it grows brighter. Projections and sound constantly shift the mood, so the forest appears in a new state and character every time.