If Myer was Where Christmas comes for Christmas, last year, this year it is going to be where families come for the thrill of Christmas.

Myer’s sixth floor in Sydney has been turned into a magical place by IdeaWorks, called Wonderland.

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”.

Wonderland was conceived, designed and implemented by IdeaWorks.

IdeaWorks Sydney managing director, Danny Lattouf, noted, “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.

“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 that begins the magic journey.

Wonderland has a central focus on personalisation. High-end brands like Mon Purse live comfortably next to children’s favourites like Build-a-Bear and Barbie. Special indulgences include personalised Nutella, M&Ms and Zumbo desserts.

Tony Sutton, Myer executive general manager stores, commented,  “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.”

Explore Wonderland: 6th floor, Myer Westfield Sydney, 436 George St, Sydney.

Credits

Agency: IdeaWorks Sydney

Head of Store Design: Mel Spears

Creative director: James Griffiths

Copy lead: Jen Dobbie

Art lead: Tom Denton

Junior art director: Fong Ong

Senior account director: Jaime Brock

Head of delivery: Jim Odlin

Designer: Joaquin German

Head of studio: Richard Spencer

Content producer: Jay Jenkins

Managing Director: Danny Lattouf

Group executive creative directors, Y&R Group: David Joubert & Bart Pawlak

Illustrator: Scenes by Dean, Dean Mortensen

Senior Designer: Holly Rickard