As the calendar inches closer to the most wonderful time of the year, Melrose Arch, Gauteng’s premier mixed-use precinct and lifestyle destination, is thrilled to announce its festive season campaign. With an air of excitement and anticipation, Melrose Arch proudly presents Destination Christmas.
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. Aptly conveyed in the campaign’s slogan, ‘Tis the season to sparkle at Melrose Arch.
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. 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.
Live festive entertainment
Melrose Arch has long been known for its iconic festive lights that transform the precinct into a glittering wonderland. This year they will be illuminated at 19h00 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 18h30. 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.
A firm favourite on the annual calendar, the Jeppe Pipe Band will return to Melrose Arch on Friday, 15 December at 19h00, 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.
Branded experiences
Embracing the appeal of premium brands, Melrose Arch 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 22 November – 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.
For the little ones, the Pringles x Fanta Playground, between 11 – 31 December, promises a taste bud adventure with flavours to savour and loads of fun waiting to be had! 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 8 – 31 December, visitors to Melrose Arch will be able to enjoy a selection of snacks, sweet treats and drinks to accompany the experience of strolling through the Christmas lights. From 18h30 to 22h00 every day, candyfloss, popcorn, sweets, cold drinks, ice cream and doughnuts will be available to purchase from stalls lining the top of the High Street, providing the tastiest way to enjoy the festive splendour.
A magical Christmas market will be unveiled on the Piazza on Wednesday, 29 November, and stay open until Saturday, 2 December. Open daily between 15h00-21h00, here shoppers can enjoy an additional variety of Christmas décor and gifting. From handcrafted pieces, delicious food and sweet treats, bespoke jewellery, ladies and children’s clothing, toys, homeware, accessories and more, this market will fill any Christmas stocking with just the right amount of sparkle.
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 15 – 16 December, from 11h00 – 19h00, offering delicious food and sweet treats, arts and crafts, jewellery, clothing, organic vegetables, homeware and more.
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.
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. They will be available for photographs and last-minute gift requests from those who have been good on 15, 17, 22, and 24 December.
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, this year at Melrose Arch.
For further details on Melrose Arch, its retailers, the Destination Christmas festive activity programme and trading hours visit https://melrosearch.co.za/
