Myer Wonderland


Myer has kicked off the Christmas season with the launch of Wonderland, a retail experience on the sixth floor of its Sydney City store.

Your journey to Wonderland starts with an express lift from the ground floor, which uses digital technology to transport customers above the Sydney skyline. Once customers arrive on level six, they will find an entire floor decked out for the festive season with kids’ apparel, toys, the Giftorium, Santaland and the Christmas Shop.

The Giftorium has become known for offering personalised gifts, and this year is no different. Offerings include monogrammed accessories from Mon Purse, customised M&Ms, Barbie, Kikki K, Build-a-Bear, and of course the much-loved Nutella name jars.


Tony Sutton, Myer executive general manager stores, said Wonderland is a chance for customers to experience a unique retail destination.

“We have created an ‘out of this world’ experience where local and international customers can immerse themselves in a theatrical world of toys, children’s wear, gifting, events and food,” he said.

“There’s a big kid in all of us and Wonderland by Myer transforms retail so that it is more than just shopping—it is about having fun and creating lasting memories with your family.”

To bring the spirit of Wonderland to life Myer has recruited performing artists that specialise in theatre, magic and entertainment. There will be shows held in a 250 metre square dome, which is also where customers can meet Santa and ride the Santaland Express.


Danny Lattouf, managing director of IdeaWorks Sydney, which conceived and implemented the Wonderland experience, said it is about taking shoppers on a physical journey.

“Wonderland is a fully immersive experience that puts the wonder back in retail,” he said. “We’ve worked with 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.”

Sutton is in no doubt that Wonderland will be a hit with kids big and small this Christmas.

“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.”