Set at Kansas City’s Crown Center, just outside Hallmark’s headquarters, the Hallmark Christmas Experience transforms the plaza into a Hallmark-movie town square every weekend from Thanksgiving through Christmas—blending public moments including signature tree-lighting shows, holiday entertainment and a festive market. Studio RRD delivered the high-impact, programmable layer—most visibly the color-changing LED system on the iconic 100-foot tree—while extending coordinated, dynamic lighting throughout the square and Christmas Market booths to create a warm, camera-ready winter world built for wonder, wayfinding, and nightly “wow” moments.