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FEATURE: CHRISTMAS
Christmas
in
The traditions of Christmas should rarely be tampered with, but in the context of
shopping centres, the more innovative the better. Specialist company Melbry Events is
using modern technology to bring grottos into the 21st century
A
lthough Christmas trends evolve year on year, some things “I went into big shopping centres and saw queues more than two
have to remain the same. Stars and bells will hours long. Why would centres spend so much on a grotto, just for
always embody the festive season, just as red people to queue when they could be in the shops?”
and gold conjure images of glowing hearths and If such a huge portion of their budget – typically the biggest
mulled wine. But one area that needs constant spend of the year – goes on Christmas, Hurley reasoned that
upgrading is technology, and last year’s shift centres need to make the most of it by keeping things fresh
into high definition and 3D inspired some true and up-to-date. This formed the basis of Hurley’s
festive innovation. next big project in 2008, incorporating one
Melanie Hurley, director of Melbry Events, of the fastest growing phenomena in recent
has been a live events organiser for months: 3D. Starting with a basic application
the past 16 years. Her work ranges featuring an animation called The Wishfairy,
across several types of Christmas Melbry Events launched its 3D shows in Westfield
activity, from grottos to skating rinks, London, Liverpool One and Meadowhall, Sheffield.
putting her in prime position to keep “I wanted to bring the technology to shopping
watch over changes in the industry. centres rather than just big cinemas,” begins Hurley.
“Back when I started Christmas grotto “The first step for us was The Wishfairy. Children
management, the big shopping centres went in to see Santa with 3D glasses on, and made
would expect to see 8,000 to 10,000 kids aged a wish to the animated 3D fairy.”
between two and ten. Now, you’d be lucky to see An interactive 3D adaptation of ‘The Night
three to seven-year-olds. Things have completely Before Christmas’ followed at Meadowhall. “The
changed – there’s been a huge reduction in children children had to reach out and try to catch sugar
seeing Santa.” plums and snowflakes all in 3D. I watched their
And the reason behind all this, according to Hurley, reaction and thought, ‘I’ve really got something here.’
is technology. For children growing up with Nintendo I knew I had to take it further and do something
Wii, iPods and the internet, simple pleasures like really fantastic with it.”
visiting Santa have to some extent become With the wheels set in motion, Hurley
outdated and dull. “Kids expect far more, so used the technology to deliver a 3D
you’ve got to be clever,” she adds. underwater show at the centre:mk last
Far from giving up on the tradition of Santa summer. And her latest idea – the3D
and his grotto, Hurley has spent the last few story, ‘Rocket the Reindeer’ – launched
years thinking up ways to tie shopping centre in Christmas 2009. The interactive tale,
festivities in with technological innovation. In 2006, which has attracted interest from major
Melbry Events pioneered an online booking system and independent TV studios, features Rocket
allowing parents to pre-buy tickets to Santa’s grotto the Reindeer searching for his missing antler
at an allotted time. alongside The Naughty Snowman and The
SHOPPING CENTRE February 2010
www.shopping-centre.co.uk
24 26 29-SCFeb10-Xmas2.indd 24 15/2/10 14:57:35
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