• Scott Fyfe - David Jones CEO
    Scott Fyfe - David Jones CEO

David Jones has launched its 183rd national Christmas season, 'Christmas of Dreams.'

As Australia continues to re-emerge from lockdown, the campaign is focused on gratitude and new traditions of recent times. 

To celebrate the occasion, David Jones has unveiled its Christmas Windows at the Elizabeth St flagship store. 

The animated window concept for 2021 is based on the book ‘My Pet Star’, a story about the importance of kindness and friendship, by Corrine Averiss and Rosalind Bearshaw.

Specialists at Sydney’s Macgyver Models underwent over 6,500 hours of work to create the windows, which will be available for customers to view until the December 24.


David Jones CEO Scott Fyfe welcomed the launch of the new campaign.

"David Jones has been celebrating Christmas with Australians since 1838 and following the year that’s been, our 2021 ‘Christmas of Dreams’ campaign aims to celebrate the season in a way that fulfils the hopes and dreams of Australians with a sense of optimism and joy.

"As the highlight of the calendar year, we are thrilled to welcome our customers back in store to experience the magic of our annual window display at the Elizabeth Street Flagship and engage with the additional activity happening in our stores nationwide across the holiday season," he said. 

Aligning with the theme, David Jones is aiming to create the Christmas of dreams for sick kids across the country, with a $50,000 donation to the Starlight Children's Foundation. 

The donation will help fund the Wishgranting program, which aims to bring joy and positive distraction to sick kids during the festive season. 


"This year we are bringing our customers a 'Christmas of Dreams' reflecting the excitement, optimism and hope of the season," Fyfe added. 

"Our partnership with Starlight Children’s Foundation as part of the annual David Jones Christmas appeal also reflects these attributes and we hope will contribute to a magical Christmas experience for all.

"Our donation to the Starlight Children’s Foundation aims to help support children across the country facing serious illness and help their dreams for a merry Christmas come true," he said. 

Customers wishing to support the Starlight Foundation will be able to donate online and in-store or alternatively, can purchase an exclusive handmade tree ornament where 100% of proceeds from the sale will be donated to the Foundation.  

"During this special time of year, there are no less sick kids," Starlight Children's Foundation CEO Louise Baxter said. 

"In fact, there are more than 1000 sick kids currently waiting for their Starlight Wish - the highest number ever.

"We’re so thankful to be partnering with David Jones this Christmas, to help bring that extra bit of magic to sick kids who need it more than ever," she said. 

Further bringing Christmas dreams to life is the suite of Christmas activities and activations to take place in the stores from now until Christmas. 

Santa appearances, a Christmas wish-list writing workshop and personalisation services were available for customers to enjoy last week, as the Christmas windows were unveiled. 


Meanwhile, the Elizabeth St store also houses 'The Gallery' - a reimagining of the previous Art Gallery and exhibition space housed in Elizabeth Street. 

The Gallery houses the 'Gifting Cosmos', which features products from Seletti, Jai Vasicek, Assouline, Tom Dixon, Fendi, Gucci and Loewe scattered throughout an array of gifting cabins. 

Along with the personalisation counter and gift experts available for assistance, customers will be able to interact with the immersive Virtual Reality pop-up display with ROTO and Logitech technology. 

Using the very latest in gaming technology, shoppers can enjoy a 360-degree immersive experience walking with dinosaurs at Jurassic Park or riding to the international space station with astronaut friends.

All David Jones Christmas events will be held in a COVID-safe manner. 

The Christmas of Dreams campaign was unveiled on November 12. 


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