St David’s 2020 Christmas Decorations

St David’s, owned by the St David’s partnership between Landsec and intu, provides over 1.4 million sq ft of retail and leisure space and over 180 stores. Since opening its doors in 2009, it has put Cardiff firmly on the map as one of the UK’s best shopping cities.

As a destination, it has secured a continuous stream of high calibre retailer and restaurant openings over the past five years, including many brands that have made their debut or introduced new concept stores into Wales. Anchored by Marks & Spencer, St David’s boasts the largest John Lewis outside of London and is home to a mix of national and international retailers in addition to premium brands and independents such as Bershka, Victoria Secrets, Vivienne Westwood and Jo Malone. The dining offer at St David’s is equally impressive with The Ivy Brasserie launching last year and joining other well-known restaurants and the popular leisure offer – treetop Adventure Golf.

Hywel Butcher, National Marketing Manager for Shopping Centres at Landsec talks about the St David’s festive concept, the delivery why this is so important this year….

As part of the St David’s Partnership, Landsec leads the competitive tender process for the bespoke Christmas decorations and James Glancy was secured for a three-year contract last year. We worked closely with James Glancy to deliver a strong theme for St David’s and one that not only made the centre look beautiful, but one that also told a story for Christmas. This innovative approach has worked well as the story-telling element throughout the Christmas decorations resonates with our Welsh audience.  We’ve seen the ‘Driving Home for Christmas’ message take on extra significance in 2020 with the hope that families can be together at Christmas.

The sentiment and concept of the ‘Driving Home for Christmas’ scheme were created with a focus on the communities of South Wales and bringing families together.  The message seems even more powerful this year, with the hope of spending time with loved ones perhaps more significant than ever before.  The restrictions in Wales have seen the centre and community affected differently to the rest of the UK.  Many guests were unable to visit St David’s for a while, so we are delighted to welcome them back with a festive  focal point to the destination over the Christmas period.

Christmas allows us as a destination to create the best experience and festive atmosphere for our visitors and retailers alike. In conjunction with our marketing campaigns, Christmas just wouldn’t be the same without sparkling festive transformation, so we have delivered this for our guests once again.

Our decorations are also supported by a TV advertising campaign, and it is the first time Landsec has delivered a creative concept that will run across its whole retail portfolio of centres and outlets, which includes St David’s and also Bluewater and Gunwharf Quays. The Famously Bad TV advert is running across the regions including Wales,  and supports the St David’s focus on family and the gift of giving.

Installation of these decorations is a very complicated task, but the Welsh firebreak allowed us to install and test all the Christmas decorations, so it was all ready for our centre re-opening and launch on 9th November. The whole operations team onsite and James Glancy both co-ordinated and delivered the completed install on time and within strict Covid and health and safety restrictions.

The St David’s community appreciates the regional nod our Christmas scheme has, making it a personal experience for our visitors. Retailers have also been inspired and our theme has influenced window displays and product offerings – all contributing to a magical experience across the centre.

James Waugh, Centre Director at St David’s added: “This year in particular, we wanted to ensure St David’s celebrates the Christmas festivities and reconnects with our returning customers after the Welsh firebreak in early November.  St David’s is in the heart of the city and our decorations really emphasise the importance of community to our visitors – St David’s looks fantastic!.”

St David’s – Christmas decorations in numbers

  • One real Mini Cooper which is suspended 12m metres high
  • 1,490m of Christmas garland used
  • 2,114 pinecones
  • 66,424 LEDS lighting up the mall
  • Six months to produce
  • One 26 ft metre Christmas tree

PLUS …Adding a personal touch are the signposts directing shoppers to the places they call ‘home’ throughout Wales including Caerphilly, Newport, Merthyr, Swansea and Bargoed and many more!

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