Highpoint Shopping Centre has launched Wondermas, a bold new Christmas activation that redefines the traditional festive experience through a deep understanding of its community.

Developed in partnership with Dashing Group, Wondermas celebrates connection, belonging and the vibrant spirit of Melbourne’s west. The campaign brings to life Highpoint’s vision of an “urban village of the future” – a place where people don’t just stop but stay.

To ensure Wondermas truly resonates with local audiences, Highpoint and Dashing engaged more than 400 participants via a third-party consumer research platform. The research tested both new and existing creative concepts, layering results with insights from Highpoint’s core family demographic.

Key creative elements were then mapped against Highpoint’s brand pillars of authenticity, community and human connection, producing a concept that not only tested exceptionally well (81% desirability, 82% distinctiveness and 70% purchase intent) but also reflected what matters most to Melbourne’s west. Set to be “a spectacle like no other”, Wondermas marks the first major refresh of Highpoint’s Christmas décor in seven years. Shoppers can experience the dazzling new displays throughout the centre, coinciding with Highpoint’s Santa Arrival Festival and Santa Photography launch this evening.

Highpoint General Manager Kate Rooney said the insight-driven approach sets Highpoint apart from traditional Christmas activations.

“Highpoint represents more than shopping, it’s about people and community, Wondermas is a beacon for Melbourne’s West born from data-backed storytelling,” she said.

“With Wondermas, we wanted to create something that speaks to the heart of the West – an experience full of life, warmth and shared joy that feels truly authentic to those who call this community home.” Exclusively designed for Highpoint, Wondermas extends from the exterior to the interior of the centre, weaving interactivity throughout the entire experience. Highlights include:

• The Wondermas Tree – an 8.6-metre glowing centrepiece at the Hoyts entrance, blending light, motion and magic.
• The Wondermas Star – a 7-metre suspended masterpiece radiating golden light and mirrored brilliance.
• The Valley of Stars – an illuminated walkway of four 3.5-metre star rings symbolising unity and togetherness.
• Snowglobe of Wonder – a life-size, 3-metre immersive globe perfect for festive photo moments.
• Whisked Away – floating bauble balloons inviting guests to rediscover the magic of Christmas.
• The Archway of Wonder – a 4-metre-tall entry point for family photo memories.
• Santa’s World of Wondermas – a whimsical village blending play, connection and tradition, where even the wait to meet Santa becomes part of the magic.

For Highpoint, Wondermas represents more than seasonal decoration; every element has been designed to spark connection and create moments of belonging.

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