Chadstone launches digital Christmas experience via Reactive and Creative Production Services

The traditional Christmas window stepped into the digital age today with Australia’s largest shopping centre Chadstone – The Fashion Capitol, unveiling a Christmas experience for shoppers that leverages their love of social media via Reactive and Creative Production Services.

The Magical World of Christmas experience at Chadstone taps into shoppers’ smart phone habits by providing an interactive, augmented reality experience, seen through the screen of their mobile phones.

By downloading a free app and holding their phone in and around the scene, Christmas characters and magical moments are discovered which can then be photographed and instantly shared on Facebook and Instagram.

Says Anthony Rafaniello, general manager at Chadstone: “Christmas is about sharing special moments with loved ones. The Magical World of Christmas experience provides a unique opportunity for shoppers to use their love of social media to discover, photograph and share their magical moment with family and friends.

“For those who don’t have a smartphone, Christmas helpers will be available with iPads at designated times to assist.”

The Chadstone Christmas app, which can be used on Apple and Android platforms can also be used to reveal characters at the nearby Santa photography display and outside of the centre to add Christmas motif to photos.

The Magical World of Christmas experience will also play Christmas carols every half hour with animatronic characters coming to life and a special surprise revealed at the end. It will be in-centre from Friday 15 November until Thursday 26 December.

It is believed to be the first time an Australian shopping centre has used augmented reality in a Christmas display.