Nordstrom “Oh, What Funhouse!” Immersive Holiday Experience

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This holiday season, Nordstrom NYC is inviting guests to step into a world of sensory delight with the debut of “Oh, What Funhouse!” — an immersive experience at the NYC Flagship that draws inspiration from childlike curiosity and the joy of giving. A playful extension of the “Oh, What Fun!” holiday campaign, the entire store is transformed into a vibrant playground, guiding visitors through five interactive zones, each thoughtfully designed to awaken a different sense and spark inspired gifting.

The experience unfolds across five distinct levels, each guided by playful wayfinding, immersive elevator rides themed around a single sense, and photo-ready backdrops that invite exploration. It all begins on the first floor at the Welcome Stations, where customers receive a Gift Expert Guide — a collectible passport that leads them through each activation. As customers move through the floors, they collect custom stickers and personal gift notes at every zone. With each completed experience, customers get one step closer to unlocking their “sixth” sense, ultimately earning the title of Certified Gift Expert.

Activations by Floor

Floor 1 – Sound: Listen to Your Instinct

Step into a symphony of surprise as a floating piano fills the atrium with whimsical melodies. Overhead, gleaming silver horns whisper personalized gift suggestions, each one tied to specific departments — turning sound into a source of inspiration.

Floor 2 – Scent: Follow Your Nose

A towering sculptural nose invites guests to press a button and receive a theatrical, fortune-cookie-style receipt with playful gifting clues. The scents are unexpected, the messages are shareable, and the experience is designed to spark curiosity with every sniff.

Floor 3 – Sight: Make an Impression

A kaleidoscopic maze of funhouse mirrors distorts reflections and encourages bold, expressive gift choices. Augmented reality mirrors and surreal vinyl messaging heighten the visual drama, making this floor a feast for the eyes — and the imagination.

Floor 4 – Touch: Know What Feels Right

Oversized sculptural hands offer tactile moments that range from plush faux fur to crystalline textures. Guests can explore digital palm readings to reveal their gifting fate, while each hand reflects a different mood — from cozy and comforting to luxe and celebratory.

Floor 5 – Taste: Match Their Taste

Sculptural gumball machines dispense unique mystery flavors, each flavor unlocks a curated gift suggestion revealed beneath a matching plaque, turning taste into a playful path to the perfect present.

Complete the Journey

Guests who explore all five zones unlock the elusive sixth sense — becoming certified Gift Experts. The result is a keepsake-worthy adventure that transforms holiday shopping into a joyful, immersive celebration.

To celebrate the launch of “Oh, What Funhouse!”, Nordstrom NYC will host an exclusive one-night only shopping event on December 4th. Guests will embark on a multi-floor journey, engaging with all five senses through interactive games, brand activations, festive treats, prizes, and more. Each level offers a distinct experience designed to surprise, delight, and inspire gifting creativity. RSVP Here!

Additionally, customers are invited to shop at The Gift Shop at The Corner, a vibrant, two-floor concept designed to elevate the art of gifting year-round. Featuring a curated mix of fashion, accessories, home, beauty, and kids’ products, the shop offers rotating collections, exclusive drops, and personalized touches that make every gift feel unique. With festive activations, hands-on workshops, and thoughtful finds, including budget-friendly picks under $100, each visit promises a fresh and inspiring experience for every kind of gift-giver.

Open to the Public