When a Christmas Tree Becomes an Interactive Experience
- Darren O'Mahony
- Oct 30
- 2 min read
Every shopping centre installs a Christmas tree. Few turn it into an event.
The Geelong Interactive Christmas Tree, created by Watch This Space, transformed a familiar symbol into a shared experience that invited families to connect, play and stay longer.
The Challenge
The City of Greater Geelong wanted to create a Christmas destination that would feel festive, local and inclusive. The goal was not just a decoration, but something that would bring the community together and encourage repeat visits to the waterfront precinct.
The Idea
Watch This Space designed a large-scale interactive tree that responded to the movement of visitors. As people gathered around, the lights, colour and sound shifted dynamically, creating a sense of participation and joy. The experience was built to reward curiosity, inviting both kids and adults to play, wave and capture the moment on camera.
The Results
The installation quickly became a regional attraction. Families lingered longer, shared photos online and returned multiple times throughout the holiday period. The activation achieved:
Significant uplift in dwell time within the precinct
Positive coverage in local media and social channels
Increased visitor numbers across both daytime and evening hours
Why It Worked
The experience blended the emotional pull of Christmas with the engagement power of interactivity. There was no learning curve or app to download, only immediate delight. The design encouraged natural movement, creating moments that felt spontaneous rather than staged.
The Takeaway
AR and interactive technology are most powerful when they serve a story. In this case, the story was simple: connection through play.
Watch This Space continues to help shopping centres and retail destinations design festive experiences that draw crowds and deliver measurable impact.
Planning your next Christmas activation?
Let's create something people will still be talking about in January.
