Christmas Gift Wrap
Exclusive to Vicinity Centres
- December 2021
A Christmas wrapping paper design exclusive to Vicinity Centres, featuring festive flora from around Australia. These species all have some visual, symbolic or name relation to Christmas, or just the Australian Summer and end of year festivities.
The wrap was commissioned as part of Vicinity’s Christmas campaign “Where there is light.” This campaign speaks to moments of joy, lightness and connection after a rough couple of years. That could be little moments at home, in nature, with family or friends. It might be the hope we hold for seeing loved ones again soon, and for smoother days ahead. It might just be the coming of summer.
In order to develop the idea of “light” within the design, overlapping circles were included as a background element as well as smaller gold circles sprinkled throughout. These mimic bokeh which is an effect you get in photos and video where light and light reflections are out of focus and caught in the shape of the lens. This felt poetic in multiple ways - capturing literal light, but also thinking about connecting with family and friends through mediums like photo and video. It is also quite a nostalgic effect when used in movies and photographic works. Nostalgia can be a common experience during the festive season, reminiscing over family traditions, the year that was, and perhaps years gone by and how life has changed.
The gift wrap was available at gift wrap stations across selected SA and WA centres for a gold coin donation to local charities. It had a gold specialty ink detail and came with a QR code, bringing the experience to life using AR (augmented reality) animations.
Participating centres in 2021 included:
SA: Elizabeth City, Colonnades & Castle Plaza
WA: Karratha, Midland Gate, Ellenbrook Central, Warwick Grove, Galleria, Maddington, Mandurah Forum, Halls Head, Rockingham & Livingston.
-
Featured flora includes:
Scarlet Banksia (WA)
Holly Grevillea (SA, VIC, NSW)
Sturt Desert Pea (WA, SA, NSW, NT, QLD)
Bottlebrush (many varieties found all over Australia)
Christmas Bells (NSW, QLD, TAS)
Christmas Bush (from SA & NSW - but with other variations found across the east coast)
