David Jones has launched a 'Festival of Wonder' activation in-stores as part of its Christmas 2022 strategy.
Staged across 11 sites nationally until November 13, the initiative will include immersive experiences, festive activations and entertainment.
The move is part of David Jones' 184th Christmas season nationwide, which includes its annual animated windows in Sydney and a 'World of Wonder' Christmas campaign.
David Jones CEO Scott Fyfe said the trading period is one of the most important of the year.
“Christmas at David Jones is the highlight of our year, and a magical experience our customers have celebrated with us since 1838.
"We’re thrilled to be marking the start of the festive season with our annual animated window display at the Elizabeth Street Flagship and look forward to celebrating the World of Wonder across stores nationally in the coming weeks.”
For 2022, the animated Christmas Windows depict gift giving at Christmas time.
The windows feature bubble snowmen, iridescent butterflies, smiley faces, rainbow swirls and David Jones’ signature Christmas houndstooth gift boxes.
Launching alongside the windows are a series of in-store activations such as 'Breakfast With Santa' and a pop-up seasonal store in Elizabeth Street, Sydney.
The ‘Christmas Shop of Wonder’ pop-up is housed in the gallery space of the newly refurbished Level 8.
The shop is stocked with decorations, gift wrap and other seasonal finds from brands such as Maison Balzac, Dinosaur Designs and Jonathan Adler.
Customers can also take in a glass of Mumm champagne and light refreshments from the Wonder Bar on Level 7.
Complimentary in-store gift experts and personal shoppers will be located at key David Jones stores from early December, while virtual gift experts and virtual stylists have also been recruited for the season.