© 2016 by IdeaWorks.

Using innovative design to extend and reimagine the annual family Santa photo.

Ideaworks by Y&R was tasked to uphold Myer’s Christmas legacy by reimagining their entire annual Santaland experience, bring back the magic and reinvent the traditional department store Santa photos. The idea had to achieve both a traditional and meaningful experience for families with younger children, with interactive activities to appeal to all ages. And with Santaland to feature at Myer’s five flagship stores, flexibility in the experience design was key to its success.


We completely transformed Santaland to create the ultimate, Christmas adventure. Through an in-store, immersive, multi-sensory experience, we created a magical, winter-wonderland where childhood Christmas never ends. The key show piece of the in-store experience was the Santaland Express – a life-size train that whisked shoppers away on a virtual journey from Myer Central Station to Santaland. This acted as a portal to the other activation elements, including Santa’s workshop (with play-stations, like Lego) and the Claus’s Residence for photos with Santa. 


This blending of traditional story-telling, interactive activities and digital engagement was important in delivering an experience that could be enjoyed by all ages. We achieved a joyful, delightful and magical, festive experience for all ages, driving store traffic to Myer’s Santaland.