For Stranger Things Season 5, I designed a pop-up retail activation that turns Hawkins General Store into a fully shoppable time capsule—where Discover Card holders can buy products at 1986 prices. The space operates in two states: a familiar, fluorescent-lit small-town store by day, then periodically transforms into the Upside Down, using fog, lighting shifts, and environmental distortion to reframe the same retail moments in a darker, narrative-driven way. Hidden Easter eggs are embedded throughout the environment, rewarding exploration with show insights and interactive moments, while reinforcing Discover’s “Cash Back to 1986” concept through a physical, story-first experience built to evolve throughout the day for Discover.
