A Citywide Celebration Built Around the Christmas Playscape
AliExpress is turning Melbourne’s CBD into a bright and playful festive playground from 20 to 23 December with its new Christmas Playscape activation. Inspired by the fun of gifting, the experience invites visitors to explore interactive zones, discover surprise giveaways and take part in a citywide Secret Santa concept. The takeover aims to bring families, shoppers and curious passers-by into the centre of the Christmas action.
The event introduces a Lucky Draw that offers up to 1,250 gifts per day. In addition, visitors can step into the “Call Santa & Make a Wish” booth, which features 355 giveaways daily. These touchpoints add both anticipation and excitement, giving the CBD a boost of festive theatre.
As part of the City of Melbourne’s Christmas Festival, the Christmas Playscape will transform Queensbridge Square into a colourful hub of activity. The design encourages people to move through the space, interact with installations and feel a sense of play as they discover each feature. The layout also helps families navigate easily while keeping the event welcoming for both locals and tourists.
POP MART Takes Centre Stage
A standout element of this year’s activation is the spotlight on POP MART’s festive collectables. These characters have built a strong global following, and their inclusion adds a visually striking layer to the event. Fans can see the festive series brought to life in a dedicated environment that blends retail culture with interactive design.
Influencers will share moments and content from the Playscape, which helps extend the experience to audiences at home. This approach increases the campaign’s reach while keeping the digital community connected to the on-ground buzz.
A Connected Physical and Digital Journey
The Playscape has been curated to merge on-site activity with digital discovery. QR codes directing visitors to the AliExpress Christmas Hub appear throughout the space. This makes it simple for people to explore curated gift guides, seasonal deals and exclusive content. The seamless flow between offline and online touchpoints also helps strengthen engagement and drive in-app traffic during the peak gifting period.
Kit Yau, Marketing and Partnership Director from AliExpress, says, “The Christmas Playscape gives visitors a festive experience in the heart of Melbourne where they can explore, play and discover something new. Families and fans can enjoy interactive activities, take part in giveaways, see POP MART’s popular collectable characters up close, and easily access gifts and deals through the AliExpress Christmas Hub to take the festive fun home.”
The activation aims to create a destination that feels lively, inclusive and in tune with younger Australian consumers. The focus on collectables, tech integrations and interactive features reflects AliExpress’ growing cultural relevance within this market.
A Festive Drawcard for the CBD
Melbourne’s summer calendar is always packed, yet this event stands out by bridging retail, entertainment and family-friendly play. The mix of giveaways, characters and immersive design creates a sense of discovery that keeps visitors exploring. It also injects energy into Queensbridge Square during one of the busiest shopping weeks of the year.
Event Details
Event: AliExpress Christmas Playscape
Location: Queensbridge Square, Melbourne
Dates: 20th December 2025 to 23rd December 2025
Times: Daily sessions and giveaway times vary on-site
