Today the Brave launches ‘The Naughty Nice Emporium’: a subversive in-store Christmas experience where Santa decides your fate
After the success of ‘Among the Brave’, Today the Brave is closing out the year with a new festive project: The Naughty Nice Emporium – a pop-up experiential Christmas store blending art, mischief and a new twisted take on Christmas giving.
Created and produced by Today the Brave, the experience transforms Gallery Brave into a playful retail experiment. Rather than going through the agony of choosing a gift, visitors will be able to buy a mystery box and let Santa’s moral compass decide what they deserve. Priced at $70, $40, $20 and $10, each box is assigned as Naughty or Nice, with its true nature only revealed when opened.
Perfect for those looking for a last-minute Kris Kringle present or for your selfish self, the pop-up extends Gallery Brave’s growing reputation for playful, community-driven experiences – this time leaning into the chaos of the holiday period.
Says Jade Manning, Creative Partner at Today the Brave: “Gallery Brave has become our creative playground, and now with the Naughty Nice Emporium, we’ve tipped Christmas shopping into a festive social experiment.”
Hosted at Gallery Brave, the creative playground founded by Today the Brave, the store invites shoppers, art lovers and curious locals to drop in, take a chance, and see where Santa’s moral compass lands.
This week, the Emporium will also host a one-night-only late-night shopping event on Thursday 11 December, giving the industry a chance to stock up on their Kris Kringles, drop in with friends, and leave their moral outcomes in Santa’s hands.
The Naughty Nice Emporium is now open at Gallery Brave, Hibernian House, Surry Hills, and will be open 10am to 6pm, Monday to Friday, running through to 19.12.2025.
Follow @gallerybrave for store announcements and event details.
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