David Jones

The Christmas Shop of Wonder

This year we had the opportunity to transform the Gallery at David Jones Elizabeth St flagship in Sydney into the Christmas Shop of Wonder, creating an unforgettable experience.

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The event space on level eight allowed us to create something magical, capturing the excitement of ‘A World of Wonder’ and elegantly drawing attention to themes of childhood nostalgia. This campaign brings the hope of making dreams come true with inviting displays that welcome the feeling of Christmas storybook nostalgia with a touch of modern celebration.

We worked with DJ’s VM Creative, merchandise, operations, and events teams, to develop WOW moments that served to connect the story of David Jones Christmas throughout the entire store. When arriving at the Gallery, visitors were greeted by a concierge curved table surrounded by a forest of trees adorned with all things Christmas. Inside the room, we started with the unexpected, by floating four giant hot air balloons beautifully decorated with the brand’s famous houndstooth pattern and Christmas-themed colour palette of Fuchsia and Emerald Green. We added theatrical trussing treatments with clusters of transparent and spinning iridescent baubles that were visible from level 7 below, drawing people to the space.

Surprise and delight moments were around every corner of the store, we used the same pattern on display clusters, combined with hot air balloons made of paper in different sizes and colours. The campaign launched a series of retailtainment activations, such as ‘Breakfast with Santa’ and a Wonder Bar where customers could have a glass of champagne. We were thrilled to collaborate on this exciting project from start to finish, delivering a truly engaging and cohesive customer experience.

Photography: Terence-Kent Ow & Sarah Spilsbury

Visual Merchandising Styling: David Jones Elizabeth Street Visual Merchandising Team.

Project Management, Design, Production, Installation: Dashing Group

*Mannequins not supplied by Dashing. 


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