Melrose Arch says that driven by experiential marketing, the campaign includes the creation of an immersive Christmas ambience, premium branded experiences, live entertainment and enhanced, themed retail offerings to provide the ultimate destination to celebrate the enchantment of the season in Johannesburg.
The 'Destination Christmas' campaign communications exude an aura of opulence and sophistication. With a colour palette dominated by lush forest green and decadent rich gold, the iconography encapsulates an upmarket approach to convey the essence of the season, the centre says.
Classic Christmas iconography is sprinkled throughout the materials, alluding to timeless traditions while masterfully conveying the centre's premium appeal and the abundance of luxurious experiences on offer during this special time of year, adds the centre.
Live festive entertainment
According to Melrose Arch, it has long been known for its iconic festive lights that transform the precinct into a glittering wonderland. In 2023, they will be illuminated at 19:00 on Friday, 24 November, officially heralding the start of the festive season celebrations.
On Saturday, 25 November, the world-renowned Drakensberg Boys Choir will be performing Christmas carols on the Piazza, with an enhanced repertoire at 18:30. Proceeds from tickets, which are available for R 200 each from Computicket, will be shared equally between the non-profit organisation SA Harvest and the Drakensberg Boys Choir School, says the centre.
A firm favourite on the annual calendar, the Jeppe Pipe Band will return to Melrose Arch on Friday, 15 December at 19:00 to add to the festivities with a bespoke festive performance that combines Carols with all-time pipe band favourites.
While there is no cost to attend the concert, in the spirit of the season, visitors will be invited to make a contribution to CHOC (Childhood Cancer Foundation South Africa) with donation boxes available on the High Street that evening, the centre adds.
Embracing the appeal of premium brands, Melrose Arch says it will ensure visitors to the centre enjoy the world's best-branded experiences this holiday. The Jameson Whisky glass tree, made from empty bottles with a built-in lighting system that creates a stunning green glow, will be displayed on Slip and Cross Street until mid-December.
Johnny Walker Blue Label will be hosting an exclusive Umami pop-up where one can shop JW SDLX favourites and the limited edition Blue Label Reserve from Wednesday, 22 November — Friday, 15 December.
Here, guests can customise their JW bottles with a selection of bespoke engraving options, where a name, date, symbol or initials will transform a bottle into a cherished keepsake, says Melrose Arch.
For the little ones, the Pringles x Fanta Playground, between Monday, 11 December to Sunday, 31 December, promises a taste bud adventure with flavours to savour and loads of fun waiting to be had.
Melrose Arch says picture a vibrant, larger-than-life installation that combines the iconic stackable Pringles cans with the fizzy, fruity excitement of Fanta, where the holiday spirit comes to life, one chip and sip at a time.
Enhanced festive retail
From Friday, 8 December — Sunday, 31 December, visitors will be able to enjoy a selection of snacks, sweet treats and drinks to accompany the experience of strolling through the Christmas lights, the centre says.
From 18:30 to 22:00 every day, food items will be available to purchase from stalls lining the top of the High Street, providing the tastiest way to enjoy the festive splendour. These include:
- cold drinks
- ice cream, and
A magical Christmas market will be unveiled on the Piazza on Wednesday, 29 November and stay open until Saturday, 2 December, adds the centre.
Open daily between 15:00 and 21:00, here shoppers can enjoy an additional variety of Christmas décor and gifting. This market will fill any Christmas stocking with just the right amount of sparkle from:
- handcrafted pieces
- delicious food and sweet treats
- bespoke jewellery
- ladies and children's clothing
- homeware, and
Later in the season, the Melrose Arch Market, which is held in the retail Galleria every week, will be hosting a special festive-themed market from Friday, 15 December to Saturday, 16 December, from 11:00 to 19h00, offering:
- food and sweet treats
- arts and crafts
- organic vegetables, and
Selecting the perfect gift should be enjoyed with the luxury of time, particularly in such an exquisite setting.
Melrose Arch's over 100 retailers will offer extended trading hours from Friday, 1 December to Saturday, 23 December, ensuring that shoppers can enjoy browsing the eclectic mix of local and international brands in this treasure trove of fashion, homeware, gift and specialty stores, till later in the evening than usual, says the centre.
Santa and the elves
Of course, no Christmas is complete without Santa and his elves. While nobody can predict the movements of the bearded man, he and his troupe of Christmas elves, together with a snowman from the North Pole, are expected to make an appearance in the precinct too.
According to Melrose Arch, they will be available for photographs and last-minute gift requests from those who have been good on:
- Friday, 15 December
- Sunday, 17 December
- Friday, 22 December, and
- Sunday, 24 December.
Melrose Arch concludes, "Get ready for a holiday season that shimmers and shines with unimaginable magic, where hearts come alive with the true spirit of Christmas, at the ultimate destination for festive cheer, in 2023 at Melrose Arch."
For more information, visit www.melrosearch.co.za