A Storybook Christmas: Turning a Retail Destination into a Festive Family Favourite

28th October 2025

A Storybook Christmas: Turning a Retail Destination into a Festive Family Favourite

28th October 2025

How a magical trail, immersive storytelling, and robust design helped a shopping centre become York’s go-to destination for festive fun.

Client Overview

One of the UK’s leading Designer Outlets approached us to create a standout Christmas activation that would attract families, enhance visitor experience, and drive footfall during the critical festive trading period.

The Brief

To Create a Magical Christmas Experience

The client wanted a family-focused Christmas trail that stood apart from other seasonal offerings in the region. The key objectives were:

To increase visitor footfall across the festive period.
To design a memorable and unique activation that captured the imagination of families.
To ensure all elements were durable and weatherproof, ready to face both large crowds and the unpredictability of the British winter.
To include a traditional Santa’s Grotto and Gift Donation Station that visually and thematically linked to the trail experience.

Our Approach

Bringing the Story to Life

We developed a storybook-inspired concept that brought festive magic to life through interactive scenes, immersive environments, and charming characters.

Created a magical Christmas Storybook theme, guiding families from one scene to the next as they followed the narrative.
Designed each element to be engaging by day and enchanting at night, with carefully considered lighting and vibrant detailing.
Used hardwearing materials and construction techniques to ensure the trail could withstand the elements and constant interaction.
Seamlessly integrated the Santa’s Grotto and Donation Station into the storyline, tying the experience together.

The Experience

Immersive, Interactive & Full of Festive Fun

The trail was brought to life with humour, interaction, and plenty of photo-worthy moments:

Guests joined in with scenes like the Polar Bear Marching Band, helped Oliver the Ostrich deliver presents, and auditioned to become one of Santa’s reindeer.
A hide-and-seek game encouraged children to spot cheeky animals in disguise who had snuck into the grotto and donation area.
Every scene was designed for family fun, discovery, and social media sharing, boosting both in-the-moment enjoyment and online visibility.

The Outcome

A Standout Success Across the Season

Despite challenging weather, the activation was a huge success across all key objectives:

Increased footfall and sustained visitor engagement throughout the festive season.
High levels of guest interaction and overwhelmingly positive feedback from families.
Same-day repairs from EPH ensured minimal disruption after gale-force winds affected trail electrics.
The trail generated strong social media buzz, with families sharing their experience online and organically amplifying the Designer Outlet’s festive campaign.

What's Next

Building on the success of this activation, we’re already developing ideas for future seasonal trails that push interactivity, storytelling, and resilience even further, ensuring each year brings something new, exciting, and unforgettable for families and visitors alike.