Christmas Event | Eastland

  • Community Events

PROJECT OVERVIEW

Eastland partnered with Vision Australia’s Carols by Candlelight to bring a series of engaging community events helping to affirm Eastland and the Town Square precinct as a beacon for families and friends to gather and enjoy the spirit and journey of Christmas. Eastland hosted a number of community events for key media, VIP clients and celebrity guests during Christmas 2015. AMME was engaged to design and manage the events, linking in with PR and the event partner, Vision Australia.

CLIENT OBJECTIVES

  • Officially launching Eastland Christmas with the Lighting of the Community Tree
  • Host the official satellite event for the national Carols by Candlelight concert streaming the live broadcast to the Town Square screen
  • Engage with corporate stakeholders, Carols by Candlelight sponsors, local community and Christmas shoppers
  • To increase brand awareness of the newly launched Eastland development
  • Create a memorable Eastland experience for all guests across both events

OUTCOMES

AMME designed and delivered two very special community events: the Lighting of the Community Tree and the Carols by Candlelight Live Site.

Lighting of the Community Tree

As guests arrived, beautiful crystalline sounds filled Eastland’s Town Square creating a dreamy environment for the evening to unfold. Children had their faces painted whilst the curated soundscape allowed our Sugar Plum Fairies to gently dance around the people seated in the Town Square, culminating in a choreographed performance onstage.

Mirroring the modern architectural tree, AMME designed a diamond-shaped stage to present the evening’s showcase of talent.

The evening was hosted by Vision Australia Ambassador, Lauren Phillips and included an exciting moment with the arrival of Santa, highlight performances with iconic Melbourne singer Kate Ceberano, The Voice contestant and local resident, Bonnie Anderson, and the Melbourne Gospel Choir. The night reached its crescendo with Kate Ceberano and the Gospel Choir singing us into the lighting of the tree.

As Eastland’s Town Square became moodier, to launch Eastland’s community tree, a prismatic light show began. Shafts of light bounced off the tree creating a spectacular moment awash with modern prisms and angles of colour and light.

Guests supported Vision Australia by making a donation and purchasing a Vision Australia candle.

COLLABORATORS

  • Event Design and Production: AMME
  • Creative Direction: Fiona Scanlan
  • Event Partner: Vision Australia
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