Featuring over 1,100 metres of pink scaffolding, a first-of-its-kind industrial-inspired Christmas tree illuminated the heart of the Melbourne with glowing neon lights and dramatic oversized baubles.
Taking over QV Square until 31 December, the custom-designed Christmas tree was created with a quintessentially Melbourne direction in mind.
“QV Melbourne is the city’s one-stop shopping, dining, and entertainment destination made up of city laneways. This Christmas, we were thrilled to launch a design-led festive experience, with a tree that reflected Melbourne’s status as Australia’s arts, culture, and fashion capital,” said QV Melbourne Centre General Manager, Arabella Richards.
A Personalised Bauble Station supported QV’s partnership with Melbourne City Mission (MCM), helping those in need in the Melbourne community. For every bauble redeemed, QV Melbourne proudly donated $20 to Melbourne City Mission’s summer appeal, supporting their youth homelessness services.
“This collaboration with QV allowed us to make a greater impact, helping us to support the thousands of young Victorian people who reach out to us each year. Donations from the Christmas bauble campaign meant we could provide immediate relief and create lasting change in the lives of those who need it most. We couldn’t be more excited to have had the opportunity to receive the community’s generosity through this collaboration with QV,” said Melbourne City Mission CEO Vicki Sutton.
“With the community’s support, our aim is to break intergenerational cycles of trauma and disadvantage and to drive systemic change to end youth homelessness in Victoria. Together, we can create a brighter future for all.”
Christmas shoppers secured their very own personalised bauble keepsake when they spent $50 or more in one transaction at any participating QV store. A resident calligrapher customised the bauble for a personal decoration or a gift for a loved one.
Every customised QV bauble represented a $20 donation to Melbourne City Mission.
As a result of the overwhelming community support, QV Melbourne recently handed over a $17,000 cheque to the Melbourne City Mission Youth Homelessness Summer campaign, helping to provide crucial services and support to young Victorians in need.
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