Image Credit : Kate Pollard
Project Overview
The project aim was to create a world class Christmas concept that was unique to Macquarie Centre. We needed to push the boundaries of the traditional understanding of Christmas in order to deliver high impact statement pieces to come together to create a magical retail experience for the consumer.
The 'Enchanted Journey' concept comes alive with charming life sized creatures, bearing special ornaments to adorn the grand tree of light. Taking the retail customer on a festive journey, where creatures large and small migrate to take part in this joyful Christmas celebration.
Project Commissioner
Project Creator
Team
Tim Clarkson (Managing Director)
Margaret Farr (Account Manager)
Mirjam Kotal (Project Manager)
Danielle Lindqvist (Head Designer)
Adrienn Lord (Designer)
Karl Grassl (Production Designer)
Julie-Anne Spencer (Production Manager)
Adam Walker (Product and Overseas Purchasing Manager)
Martin Hughes (Local Production Manager)
David Ward (Technical Custom and Overseas Manager)
Annemaree Hazeldine (Production Co-ordinator and Supervisor)
Ben Hassell (Install and Dismantle Logistics Manager)
Andrew Thant Zin Oo (Warehouse and Logistics Manager)
Project Brief
The brief was to create a new Christmas concept with world class thinking, delivered with local flavour. The design needed to be in line and reflective of the new Macquarie Centre's positioning as one of the finest retail and leisure destinations tailored to the surrounding demographic.
The brief required innovation in design and practicality in execution creating magical, unique and inspiring experiences with the Christmas decorations.
Project Innovation/Need
Our design concept transforms traditional notions of Christmas design by creating new experiences for the evolving retail customer. Through this project, we have created a world class standard of Christmas decorations for the retail sector. The concept juxtaposes unexpected life sized animals which creates a fantastical 'wow' factor that has never been experienced before.
User Experience
At each entrance into the centre, the customer was welcomed by a hero statement piece to guide their path through the 'enchanted journey.' As the animal's carried gifts from afar, the audience were invited into the decoration to be a part of the tactile experience.
We encouraged children to engage with the interactive digital letters to Santa or find and sit at the secret garden tree to play or rest. The grandeur of size guaranteed an awestruck experience for both young and old.
The retail customer experience was highlighted not only by taking away photographic mementoes but also the spirit of giving.
Sustainability
The decorations will be re-used for future years to decorate the centre and carry an inherent message and awareness of the importance of protecting some of the world’s endangered species by creating an emotional connection to the featured animals.
We have used energy efficient LED lights throughout all decorations to decrease energy consumption throughout all pieces within the design.
The Visual Merchandising units can also be converted to be used year round, minimising the use of new resources.
Event Experience
This award celebrates creative and innovative event design. Consideration given to originality, creativity, theming, audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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