Client: The Memory Lab

Project: The Festive Forest Christmas Experience

Location: Waterford, Ireland

Sector: Entertainment, Experiences

2020, the year that Christmas really needed saving


  1. Business Strategy
  2. Experience Design
  3. Branding
  4. Event Build & Marketing
  5. Social Media
  6. Staffing

We collaborated with local authorities to create Waterford’s first-ever socially distant Christmas drive-through experience to bring joy, happiness and visitors to the region in a time of great uncertainty around employment, the economy and concerns about people’s health. The pop-up attraction was created to provide a welcoming lift to spirits and boost the local economy during the festive season.

The concepts behind the Festive Forest drive-through was to create a series of unforgettable moments that visitors will cherish and share. The experiences include a dazzling light spectacle, Santa’s sorting office, The Elves’ toy workshop, Santa’s Grotto, plus the must-see experience of meeting Santa’s reindeer in person, all this and more from the safety of your own car.

As we developed the idea, we also had a larger purpose in mind: to boost the local economy, create jobs, increase visitors to the region, and use local businesses to make the experience a reality.

Stay tuned to see where the Festive Forest will appear next year and what magic will come to life.


The Impact

– Over 6,000 unique visitors
-Employment created for 36 people in the area
-Increased the number of visitors to the region who have stayed and enjoyed local restaurants, stores and hospitality.
-Elevated the profile of the town and increased tourism
-Created a pledge to use only local suppliers, businesses, and contractors to bring the experience to life.



We are extremely grateful to Séamus from The Studio of Possible for designing our drive-through Christmas experience – Festive Forest Dungarvan, which was a huge success. Séamus was a pleasure to work with and is a master in what he does. An opportunity presented for our company to run a drive-through Christmas event on a site located in Dungarvan, Co. Waterford for Christmas 2020. We engaged The Studio of Possible to create and design the event, and it was the best decision we could have made. Seamus initially viewed the site, took measurements, pictures and within a few Days produced an amazing event concept and customer experience along with mapping out how it would operate. Séamus takes an idea and really brings it to life and I look forward to working with him again in the future.

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