Myer Launches Wonderland With Help From IdeaWorks

Myer Launches Wonderland With Help From IdeaWorks
SHARE
THIS



Families are in for a treat this Christmas as Myer unveils Wonderland, a magical retail experience and destination for the whole family on the sixth floor at Myer Sydney City.

The entire floor, including kids apparel, toys, the famous Giftorium, Santaland and the Christmas Shop has been recreated for shoppers to experience their land of wondrous imaginings, conceived, designed and implemented by IdeaWorks.

IdeaWorks Sydney managing director, Danny Lattouf, believes that Wonderland is unique in global retail.

“Wonderland is a fully immersive experience that puts the wonder back in retail. From tactical experiences in the marketplace to immersive brand stories in the Park and High Street, we’ve worked in a true partnership with Myer to create something that extends far beyond the traditional shopping experience,” he said.

“For us, shopping is more than getting what you need, it’s about having an unforgettable experience and finding something that truly speaks to you.

“With Wonderland, we’re bringing storytelling to the shopper and taking them on a journey through a physical land that’s been created with them at the heart of our thinking and creativity. As a team, we’re really proud of this work; our partners who helped us bring it to life, and our amazing, constantly pioneering clients at Myer.”

The cityscape features over 2,500 unique hand drawn illustrations, a beautifully designed map and a rocket lift to transport customers directly to the sixth floor, with screens and sound creating an unforgettable journey through the clouds of Sydney and into Wonderland.

Wonderland has a central focus on personalisation, with high-end brands like Mon Purse, living comfortably next to children’s favourites like Build-a-Bear, Barbie and gifting options. Customers can also indulge with personalised Nutella, M&Ms, and treat themselves to fine desserts from Zumbo.

Tony Sutton, Myer executive general manager stores said that Wonderland is a chance for customers to experience a unique retail destination.

“We have enjoyed working with IdeaWorks Sydney and watching the creative narrative come to life.

We have created an ‘out of this world’ experience where local and international customers can immerse themselves in a theatrical world of toys, childrenswear, gifting, events, and food.

From the moment customers enter through the grand Wonderland Gate and journey through all the exciting attractions on offer we have no doubt that they’ll be planning their return visit very soon,” said Sutton.

Explore Wonderland on the sixth floor at Myer Westfield Sydney, 436 George St, Sydney.

Latest News

Haystac Shakes Up National Leadership Team
  • Media

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role, as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Haylie will drive Haystac’s new […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]

QMS Unveils New Billboard In Melbourne’s Bayside
  • Media

QMS Unveils New Billboard In Melbourne’s Bayside

QMS has officially launched ‘The Bayside,’ dominating the landscape in the heart of one of Melbourne’s fastest-growing coastal suburbs and gateway to the popular Mornington Peninsula. Strategically situated on the Nepean Highway, one of Melbourne’s primary connector arterials, ‘The Bayside’ captures the attention of heavy flowing traffic along the shore of Port Phillip Bay. With […]

Coles Local Appoints Keep Left To Creative & Content Account
  • Advertising

Coles Local Appoints Keep Left To Creative & Content Account

Keep Left has been awarded the creative and content account for Coles Local, an exciting new retail offering from Coles Supermarkets. Coles Local is designed to inspire a love of quality food and provide a tailored, in-store culinary experience for the local community.  The first Coles Local store opened in Melbourne’s Surrey Hills on 13 […]