PROJECT

FlavorScape: Reimagining Lidl’s Holiday Legacy for the Future

Concept Development / Story Designer

Overview

To mark 25 years of Lidl’s holiday presence, known especially for its beloved gingerbread houses, I conceived FlavorScape, a five-night-only immersive pop-up in Dublin, Ireland, designed to celebrate the brand's legacy while projecting its future.

This adult-focused event reimagines holiday tradition through the lens of high design, sustainability, and sensory storytelling. At its heart is a glowing, futuristic gingerbread house, not just a symbol of Lidl’s past, but a cinematic expression of where the brand is headed.

My Role:
Conceptual development, narrative design, thematic direction, and brand storytelling for all aspects of the event.

Challenge

After 25 years of growth, Lidl faced a defining question:  What does the next chapter look like?

To mark this milestone, they didn’t want to look back. They wanted to look forward,  with an experience that would signal the future of Lidl through innovation, flavor, and design.

The brief was to create an exclusive, invite-only experience that would run for five nights in Dublin. It needed to be immersive, elegant, and future-focused,  something that would surprise guests, generate buzz, and align with Lidl’s values of sustainability, accessibility, and creativity.

I was brought on to envision the entire concept,  narrative design, and thematic direction, crafting a vision and prototypes that reimagined what a holiday celebration could be, one that would resonate with both hearts and headlines.

“We don’t want to look back — we want to show the world where Lidl is headed. This event should feel bold, immersive, and surprising. It’s not just a celebration. It’s a statement about the future of flavor, sustainability, and innovation — the Lidl way.”

Result

The Anticipated Impact

Envisioned for December 2025, FlavorScape is anticipated to be Lidl’s most forward-looking brand experience to date. Created as a five-night, invite-only event in Dublin, it’s not just a celebration of Lidl’s 25-year holiday legacy; it’s a bold, immersive step into what’s next.

Designed to engage the senses and shift brand perception, the experience repositions Lidl as a creative leader in flavor innovation, sustainability, and modern storytelling. The event’s goal is to leave guests not only inspired but transformed in how they see Lidl’s role in shaping the future of food.

The experience is expected to:

  • Generate widespread organic engagement through high-design, story-rich spaces designed for social sharing and emotional impact

  • Reinforce Lidl as a culturally attuned, design-forward brand shaping the future of food retail

  • Attract media coverage from food, design, and innovation outlets, moving Lidl into broader lifestyle and cultural conversations

  • Deepen emotional connection with audiences who care about sustainability, creativity, and bold thinking

  • Highlight Lidl’s evolving product strategy through interactive storytelling, future-forward techniques, and ingredient transparency

At the center of this reimagined holiday world is the Flavor Lab, where controversial classics like fruitcake and Brussels sprouts are transformed into culinary art by chefs and food futurists. Guests sample these bold creations while exploring the story behind each dish, from sourcing to sustainability to future trends.

Surrounding this are the Three Taste Worlds, each a fully immersive environment designed to ignite delight and exploration:

  • Golden Saffron: The Sweet Studio
    A warm, caramel-lit chamber featuring sugar sculptures and mirrored floors. Guests enjoy spiced citrus mousse domes and peppermint air floss while creating 3D-printed chocolate toppers with chefs. Interactive tables reveal the origins of ingredients and Lidl’s sustainable sourcing practices.

  • Amber Glow: The Savory Atelier
    An earthy, spice-rich space where vapor domes and molecular techniques turn savory bites into edible performance. Floating herb sculptures and levitating platters host roasted Brussels with pomegranate drizzle and Parmesan crisps. Guests explore Lidl’s food innovation ethos through holographic flavor breakdowns.

  • Ice Blue Radiance: The Liquid Light Lounge
    A crystalline cocktail lounge anchored by glowing sculptural tables that respond to drinks placed on them. Frosted glass walls pulse with soft light while overhead snowflake sculptures scatter shimmering reflections.

    Signature sips include the Rosemary Nebula, a swirling fusion of citrus, rosemary, and botanical gin that arrives in a dramatic cloud of vapor, thanks to food-grade dry ice. It’s a cocktail that tastes like the holidays reimagined.

Why it matters
By transforming nostalgia into innovation and reimagining holiday tradition as a platform for exploration, FlavorScape shows Lidl not just participating in seasonal culture but shaping it.

This concept sets the tone for Lidl’s next 25 years by reframing its products and purpose through design, storytelling, and multisensory wonder. It's not just about what guests taste. It's about how they feel, and what they carry with them after they leave.

Let’s Work Together.

With a highly collaborative approach and a passion for creating exceptional user experiences, I'm here to bring your vision to life.