• Design an entirely new art space, head-to-toe
• Use half the budget from the previous redesign in 1993
• Maintain the mission: inspiring creativity and sparking imagination in an open-ended setting

• Don Hall, son of Hallmark’s founder J.C. Hall, envisioned Kaleidoscope as a place for kids to create freely, aligning with Hallmark’s mission of self-expression.
• Launched in 1969 as a traveling exhibit, Kaleidoscope unfolded from colorful semi-trucks, inspiring 2.5 million children across 12 cities annually during its 35-year run.
• Settling in Hallmark’s Crown Center in 1975, Kaleidoscope has become a multigenerational tradition.

We streamlined the entire design using a few select materials and processes built on the idea of creating an engaging, interactive, and flexible construction system. Designs from Hallmark Cards artists were printed on Baltic Birch plywood, with many wood scraps repurposed into wall panels. A single set of hardware connecting all the pieces allows all “parts” to be reconfigured as needed. A simple neutral floor facilitates the addition of colorful vinyl graphics when exhibits change. White walls allow for the creation of interactive projections and other theatrical lighting experiences to enhance the overall look of the studio.