Travellers exploring Melbourne this festive season can add a new stop to their holiday itinerary, with AliExpress transforming the CBD into a vibrant Christmas Playscape from 20–23 December. Designed as a city-centre Secret Santa experience, the activation invites travellers and locals to step into a playful world of gifting, discovery and festive fun while sightseeing.
The Christmas Playscape features daily Lucky Draws with up to 1,250 gifts available each day, alongside a “Call Santa & Make a Wish” booth offering 355 giveaways daily, giving visitors a memorable, interactive moment to enjoy between shopping, dining and exploring the city.
As part of the City of Melbourne’s Christmas Festival, the Christmas Playscape is set to transform Queensbridge Square into a vibrant festive zone. The activation blends playful design elements with interactive retail touchpoints, creating a destination that encourages visitors to explore and participate.
A key feature of this year’s Playscape is the spotlight on POP MART’s festive series, bringing well-known collectable characters into a dedicated Christmas environment. Those at home can keep up with the Playscape online, with influencers sharing highlights and festive moments from the activation.
Kit Yau, Marketing and Partnership Director, from AliExpress, says, “The Christmas Playscape gives visitors a festive experience in the heart of Melbourne where they can explore, play and discover something new. Families and fans can enjoy interactive activities, take part in giveaways, see POP MART’s popular collectable characters up close, and easily access gifts and deals through the AliExpress Christmas Hub to take the festive fun home.”
The experience seamlessly connects the physical and digital worlds, with QR codes to the AliExpress Christmas Hub placed throughout. Visitors can explore curated gifting ideas, seasonal deals and exclusive content, while the offline-to-online flow encourages engagement on-site and drives in-app conversions throughout the season.
The AliExpress Christmas Playscape is set to create a festive destination for families and shoppers alike. With strong appeal among younger Australian consumers, this partnership further strengthens AliExpress’ cultural relevance and connection with this demographic.
