Hocus Pocus
Creative Direction, interior design and fabrication.
Verb came to PBZ with a wonderfully straightforward starting point: turn an empty barn-like structure outside Salem into the Sanderson Sisters’ home and museum for an Airbnb overnight stay.
From there, PBZ developed the interior concept and guest journey, transforming the open, church-like space into a layered recreation of the witches’ cottage. We designed the floor plan, created distinct bedroom vignettes for Winnie, Mary and Sarah, and developed the furniture, props, signage, apothecary details, displays and Easter eggs that filled the space.
With no complete Disney asset package to work from, we built much of the visual world from film references and ongoing client feedback. PBZ sourced, fabricated, distressed and installed the interior, while Murmuration handled the exterior façade, water wheel, illuminated windows, cauldron and special effects.
Magic aside, the hardest part was getting an entire witch’s cottage from Los Angeles to Massachusetts. Once everything arrived, we installed and styled the space for photography, then returned after the guest stay to strike it. The finished cottage hosted two guests for one night, complete with a spellbook, screening of Hocus Pocus 2 and lots, and lots, and lots of candles.
From there, PBZ developed the interior concept and guest journey, transforming the open, church-like space into a layered recreation of the witches’ cottage. We designed the floor plan, created distinct bedroom vignettes for Winnie, Mary and Sarah, and developed the furniture, props, signage, apothecary details, displays and Easter eggs that filled the space.
With no complete Disney asset package to work from, we built much of the visual world from film references and ongoing client feedback. PBZ sourced, fabricated, distressed and installed the interior, while Murmuration handled the exterior façade, water wheel, illuminated windows, cauldron and special effects.
Magic aside, the hardest part was getting an entire witch’s cottage from Los Angeles to Massachusetts. Once everything arrived, we installed and styled the space for photography, then returned after the guest stay to strike it. The finished cottage hosted two guests for one night, complete with a spellbook, screening of Hocus Pocus 2 and lots, and lots, and lots of candles.
Client
Airbnb
IP Partner
Disney
Lead Agency and Production
Verb
Interior Creative Direction, Guest Journey, Design, Fabrication, Sourcing, Installation and Strike
PBZ
PBZ Lead Producer and Shoot Stylist
Kelly de Vries, XO Management LA
Exterior Fabrication and Special Effects
Murmuration
Photography
Helynn Ospina
Airbnb
IP Partner
Disney
Lead Agency and Production
Verb
Interior Creative Direction, Guest Journey, Design, Fabrication, Sourcing, Installation and Strike
PBZ
PBZ Lead Producer and Shoot Stylist
Kelly de Vries, XO Management LA
Exterior Fabrication and Special Effects
Murmuration
Photography
Helynn Ospina
