Brookings residents who visit the South Dakota Art Museum this winter will notice something new: the museum’s first Nordic Yule Market.
The seasonal market, which opened on Oct. 11, and closes Jan. 10, is set up in the gallery next to the Museum Shop. People can stop by and see the holiday decorations, buy handmade gifts and enjoy the Nordic culture.
The space has been transformed for the season, filled with twinkling lights, decorated displays and shelves of gifts from nearly 50 artists and vendors. The goal is to create a warm and cozy atmosphere inspired by traditional Nordic and German holiday markets.
Abigail Gebro, the retail and visitor services coordinator for the museum, said her team wanted the market to feel special and inviting.
“The Nordic Yule Market is the art museum’s twist on classic Nordic and German holiday markets – cozy, festive and full of charm,” Gebro said. “Visitors can stroll through the decorated space while shopping for unique, handmade gifts from Nordic artists and businesses. You might even get to sample a few tasty treats along the way.”
The market connects directly to the museum’s Nordic Echoes exhibition. Gebro said the museum wanted to bring its themes to life beyond the galleries.
“It’s also a fun way to introduce new vendors to the Museum Shop and offer visitors a fresh shopping experience,” she said.
Planning the market took almost a full year, with detailed planning beginning in February. Staff spent months selecting vendors, choosing products and designing the layout to make the space feel cheerful, comfortable and easy to explore.
“The idea first came up last holiday season, and planning really kicked off around February,” she said. “From there, we spent months curating the layout and sourcing products and vendors that fit the Nordic theme – from handmade goods to cozy winter treats. It’s been a true team effort to bring this festive holiday experience to life.”
Artists and vendors were chosen to make sure what they offered matched the spirit of the market. About 50 vendors were selected, with many coming from nearby areas.
“We selected artists whose work reflects quality, Nordic heritage, or a handmade, heartfelt touch that fits the market’s spirit,” Gebro said. “Each vendor brings something unique – from traditional crafts to cozy gifts – and we’ve been careful to add items that complement, rather than duplicate, what’s already in the Museum Shop.”
Visitors already have started sharing their reactions. This includes students, who make up a large part of the museum’s audience. One SDSU student, Jaime Sebastian, said they enjoyed the market because, “You feel very immersed in the Nordic culture and atmosphere.”
He added that the market was “very welcoming and festive.”
The market has even attracted visitors from outside the university. Grace Wamre, a student visiting from Viterbo University, stopped by while visiting friends.
“As someone who enjoys making crafts, the handmade pieces were so much fun to look at,” she said. She also said that seeing the market full of items and decorations made her feel “joyful and excited for Christmas.”
Behind the scenes, the museum team also dealt with several challenges while preparing the market. Items had to be shipped on time, the space needed to be reorganized and the displays had to be arranged in a way that was both functional and festive.
“We had to coordinate shipments so that all the products arrived on time, then figure out how to organize the space once everything was on-site,” Gebro said. “Setting up the market and designing displays that were both festive and functional took some trial and error, but seeing it all come together made it worth every bit of effort.”
Despite those challenges, Gebro said the market has been performing well so far. Visitors have been showing excitement, interest and support.
“So far, the Nordic Yule Market has been a hit,” she said. “Visitors have been loving the cheerful atmosphere and unique gifts. We measure success by sales, attendance and through conversations with visitors about their experience.”
The museum hopes the market helps people feel more connected to the Nordic traditions that have shaped South Dakota’s cultural history.
“Our goal with the Nordic Yule Market is to celebrate the Nordic traditions and cultures that continue to be cherished in South Dakota,” Gebro said. “The market complements the Nordic Echoes exhibition by giving visitors a chance to experience those influences – through items like Dala horses, cozy wool goods, and traditional treats. We hope visitors leave with a sense of connection to Nordic culture and the Art Museum’s interest in celebrating art, heritage and community in creative, engaging ways.”
The museum also hosts events tied to the market throughout the season. One highlight was the “Sip & Shop” event that took place on Dec. 4. It included live music from the Nordic band Project: Constellation, personalized wish lists and $1 gift wrapping (which is free during special events). Students also get 10% off their purchases if they obtain a free Art Museum Membership.
“Plus, every purchase directly supports the Art Museum’s free exhibitions and programs for the campus and community,” Gebro said.
For students looking for holiday gifts, getting in a festive mood and curious about Nordic traditions, the Nordic Yule Market offers a warm and inviting place on campus. Whether someone wants to shop, explore or just enjoy the cozy decorations, the market gives the community a chance to experience the holidays before the semester ends.
