West Elm is transforming a boutique condominium in New York City into an interactive concept store, presented by New York City-based real estate marketplace, StreetEasy and open now through the end of October. The brand’s first-ever holiday house hosts experiential activations featuring several lifestyle partners and will extend to digital “holiday house challenges” to gamers across the world. 

The interactive holiday house marks the first time the design and lifestyle company is offering tutorials and seasonal activations beyond its global retail stores. Programming at the holiday house includes a Facebook Live panel with Sherwin-Williams and a three-part digital series that shows guests how West Elm teamed with StreatEasty to find the perfect home for its holiday house. In addition, customers can try three mattresses from sustainable mattress brand, Leesa Sleep. Sonos will display its new Sonos Move products and Johnnie Walker will host cocktail classes. Visitors can also take floral workshops and participate in free 30-minute, one-on-one consultations with West Elm design experts about holiday decorating.

For those who can’t make it to New York, mobile game Design Home created two home design challenges modeled after West Elm’s New York City pop-up. From October 1-8, Design Home players who enter the challenges will receive $10 off on their next West Elm purchase when they spend a minimum of $20. The game is open to users in the US, Canada, Australia and the UK. 

West Elm’s virtual game initiative is riding the wave of a strong gaming community, especially among its core demographic, as women make up 45 percent of US gamers, and 30 percent are women between the ages of 18 and 35. Similarly, 46 percent of UK gamers are female. Given 60 percent of US female mobile gamers play daily, it’s a good bet that West Elm is leveraging the medium to attract the Design Home player, whose average age is 38-years-old.

Through creative game play, Design Home empowers over 1 million women to discover the latest home décor trends and brands. The game, launched in 2016, reached 30 million downloads and $71.5 million in bookings in its first year.