Myer will transport its customers on a rocket ship, take children on a train to meet Santa and host theatre spectacles.
The activations are part of Wonderland by Myer, a campaign launched yesterday at the Sydney flagship location.
From the ground floor, the rocket ship elevator will takes customers to a specially-branded area on Level 6.
Theatre, magic and entertainment perfromers will be on-site to stage shows as part of the campaign.
Highlights of Wonderland by Myer include:
· A Rocket Ship Elevator: An express elevator on the ground floor uses digital technology to transport customers "high above the Sydney skyline", giving them the feeling of flying through the clouds and into the world of Wonderland by Myer.
· The Market Place with the Christmas Giftorium: For Christmas, the Market Place has been transformed into a gift giving destination, famous for its personalisation and customised gifts. New additions include personalised M&M’s, Barbie By You, kikki.K and back by popular demand; personalised Nutella Jars.
· The Theatre Dome and Santaland: A 250m² dome creates an impressive setting for staging events, retail theatre and launches. For Christmas, the Theatre Dome will hold the Myer Santaland Express where children can ride the train and meet Santa.
· The High Street: A children’s playground, filled with branded toy products from LEGO, Star Wars, Barbie, Transformers and Thomas the Tank Engine.
· The Park: A childrenswear destination with brands including Seed, Indie Kids by Industrie, Ted Baker, Milkshake and Bardot Junior. The space includes change rooms designed just for kids.
Myer executive general manager for stores Tony Sutton said the campaign brings theatre back into retail.
“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,” Sutton said.
“There’s a big kid in all of us, and Wonderland by Myer transforms retail so that it is more than just shopping – it is about having fun and creating lasting memories with your family.
"Customers can travel in a rocket ship, watch shows in the theatre, and test out the latest toys.
"To make this a truly special place, we also recruited 50 new team members who are trained in performance and theatre so they can make our customers feel part of this magical world.
“As part of Wonderland by Myer, customers will be able to experience our Giftorium which is the number one destination for all of your gift giving needs this Christmas.
“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.“