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.

Please login with linkedin to comment

The Digital Content Guide The Marketing Shop

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]