Are you willing to leave your fate to Santa’s hands?
Today the Brave is finishing the year with a festive twist, transforming its Gallery Brave space into a pop-up retail experiment that blends humour, art and end-of-year chaos.
Called The Naughty Nice Emporium, the experience reimagines the stress of Christmas shopping by asking visitors to hand the decision over to Santa’s moral compass.
Instead of choosing a present, shoppers buy a sealed mystery box and discover only after opening whether they have landed on the Naughty or Nice list.
Boxes are priced between $70 and $10, and each is assigned a moral verdict that remains secret until revealed.
A Christmas store built on mischief and creative play
The pop-up builds on Gallery Brave’s evolving identity as a home for playful, community-driven creative work.
With the Emporium, the agency leans directly into the messiness of the holiday season, positioning the store as part art installation, part social experiment, and part last-minute Kris Kringle solution.
Jade Manning, Creative Partner at Today the Brave, said: “Gallery Brave has become our creative playground, and now with the Naughty Nice Emporium, we’ve tipped Christmas shopping into a festive social experiment.”
The experience is designed to attract industry visitors, curious locals and anyone willing to leave their fate in Santa’s hands.
Late-night opening for industry and curious shoppers
The Emporium will also host a one-night late-night shopping event on Thursday, 11 December, giving the industry a chance to browse, buy, and compare their moral outcomes with colleagues.
The space remains open through the peak festive period, giving shoppers an alternative to traditional retail as they wrap up their gift lists or indulge themselves before the holidays.
How to visit The Naughty Nice Emporium
The pop-up is now open at Gallery Brave in Hibernian House, Surry Hills, operating Monday to Friday from 10am to 6pm until 19 December 2025.
The agency notes that the experience is recommended for, ahem, mature audiences.