Westfield + Lifeblood spread the magic of giving this Christmas in new pop-up via WhiteGREY

Westfield has collaborated with Australian Red Cross Lifeblood to present “The Most Magical Gift Shop”, developed in collaboration with whiteGREY, urging Sydneysiders to embrace the spirit of giving by becoming blood donors this Christmas.

Recognising the critical need for blood donations during Christmas, the pop-up concept aims to make it easier and more convenient for customers to do their Christmas shopping and give a life-saving blood donation in one place. Hosted at Westfield Sydney, The Most Magical Gift Shop has a goal of reaching 2,200 Westfield donors this Christmas, with each donation carrying the potential to save up to three lives.

The custom-built, immersive pop-up is capable of taking up to 100 donations per day and features eight blood donation stations, private pre-donation interview rooms, and a refreshment space. Following their donation, customers will leave with a symbolic reminder of the gift they have given to put under their Christmas tree.

Says Jacqui Waine, general manager of marketing and community, Scentre Group: “The Most Magical Gift Shop at Westfield Sydney is set to bring the spirit of generosity this festive season to life and help Lifeblood provide life-saving donations to those who need it most. We know Christmas is a busy time of year for our customers, so we hope that by making it easier to shop and donate in one go, together we can help save up to 6,600 lives.”

Says Chad Mackenzie, group chief creative officer at WhiteGREY: “When we talk about the magic of Christmas, it’s actions like this that really make you believe. We’re incredibly proud to play a part in this collaboration between Westfield and Lifeblood, and for Westfield to host this very unique gift store during the busy festive season is nothing short of special. A lot of love goes into making something like this happen so a huge thank you to the efforts of all involved.”

Westfield and Lifeblood’s The Most Magical Gift Shop will be open daily and located on Level 5 of Westfield Sydney from Monday 4 December until Tuesday 26 December. Donation appointments are available from 9am-6pm with bookings made on westfield.com.au/lifeblood.

Client: Westfield

Creative Agency: WhiteGREY
Chief Executive Officer: Lee Simpson
Group Chief Creative Officer: Chad Mackenzie
General Manager: Justine Leong
Art Director: Izzi McGrath
Copywriter: Mads Catanese
Strategy Director: Maya Mausli
Strategist: Enid Sung
Head Of Production: Colin Tuohy
Managing Partner: Olivia Kaufman
Group Account Director: Jayne Driver
Account Director: Tracy Trieu
Account Manager: Kate Crowley
Head of Studio: Grant Hendren