Myer Christmas Windows

The Client

Myer

The Project

Myer Christmas Windows

The Timing

2009 - 2012

The Description

Each year more than one million people visit the Myer Christmas Windows, a Melbourne tradition since 1956. The six main windows on the Bourke Street Mall ground floor facade are transformed to portray a Christmas story. The theme of the windows is a closely guarded secret which generates significant media and public interest.

Cuckoo Creative were the first external managers appointed to manage the reveal of the public event in its history. Myer managed the event themselves for over 58 years, but as the logistical, theatrical and technical components increased in complexity, they entrusted us to take charge of production. In addition to our general event experience, our specific experience of the Myer brand placed us in a perfect position to deliver this event over the four year period.

The Myer Christmas Windows are launched to the media and public at the beginning of each Christmas shopping season. The launch is a seemingly simple event with brief formal speeches and the reveal of the windows themselves. Supporting entertainment is provided for waiting members of the public.

But behind the scenes it’s a tricky event to manage. The high traffic location presents many challenges, including VIP management, technical support, crowd wrangling, traffic control and wishing the rain away. But not to fear, we are accustomed to managing all types of logistical activities.

There’s always a focus on children involvement at the windows reveal. Over the years, this included inviting grade one and two primary school students to unveil the windows with the Myer CEO, and arranging young choirs to perform. This was not only in keeping with the spirit of the event, but also provided an appealing human interest media event.

The Most Interesting Bit

To consistently deliver a successful, iconic event of such importance to the people of Melbourne required dedication, an extreme level of attention to detail and being prepared for any challenge to come out of left field. We’re really proud of our seamless delivery of each Myer Christmas Windows reveal. We were able to integrate a range of complex tasks that included creative conceptualisation, event staffing, public event logistics, supplier sourcing, risk management, guest services and technical/AV management. We also loved the secrecy surrounding the reveal, and being able to take a peek behind the scenes to watch the incredible artists bring the stories to life.

The Results

Over the four years we produced the event, attendance figures progressively grew. We also gained an enormous amount media exposure and PR opportunities for Myer as a result of our strategic input to the creative process.

Launch website »