(All images courtesy of Vaughan Mills)
For the first time, Vaughan Mills is betting on AR for its Christmas experience, which it has been developing in collaboration with the SickKids Foundation over the past decade.
The mall has unveiled “Santa’s Magical Library,” featuring immersive AR experiences such as a librarian’s check-in counter, the”Great Book of Imagination,” and interactive storybook characters. Mallgoers are encouraged to notice details such as book titles and hidden Easter eggs throughout the experience.
Each visit includes a complimentary storybook and photo opportunities with Santa Clause, with 100% of photo‑package sales benefiting SickKids. The mall will also host a private breakfast for SickKids families, featuring the full experience. Santa Claus will also visit SickKids hospital and bring the book to those who are unable to attend the experience at the mall.
Visitors can also scan a QR code to download a companion mobile app that lets players scan hidden characters placed throughout the shopping centre. Once all characters are collected, they receive a reward at Guest Services.
To promote the experience, Vaughan Mills is using digital advertising in the mall and running promotions on its social media accounts, particularly Instagram and TikTok, where the company says it has seen great acceptance and engagement in the past.
The activation was created in collaboration with JLL Canada, Montreal-based Studio Artefact for stage design and digital constructions and Toronto-based GG Media for experiential elements.
“Given that we reach a broad audience (geographic and demographic), we always seek to optimize our media mix. Given that this is such a big new launch for the property…we invested more heavily in PR and media than a traditional activation to ensure that we could reach as many people as possible,” Jen Dunn, senior director of property management at JLL Canada, told Media in Canada. “Our hope is that this reach will inspire interest in the experience, traffic to the centre and, ultimately, donations and support to SickKids.”
Dunn notes the activation builds on the in‑person experience from previous activations, while layering in extra digital and tech components like an immersive film, games, the companion mobile app and AR. Additionally, it goes beyond the traditional Santa Claus experience, she says, in that it weaves storytelling seamlessly across every touchpoint, from the ads parents see on social media to the mall experiences, the take‑home storybook and the mobile game.
Since opening in 2004, Vaughan Mills has focused on enhancing its appeal by evolving from a place to shop and dine to a place that emphasizes immersive entertainment. In-person experiences – especially holiday activations – are a cornerstone of that strategy, Dunn says, as they attract shoppers and encourage repeat visits, fostering long-term loyalty.
“This experience is a pillar of Vaughan Mills’ shopper engagement strategy. Great thought and care was put towards shopper journey mapping and storyboarding,” she says. “Our primary goal is shopper engagement/visitor satisfaction, with expected halo effects on traffic, dwell time and sales.”
The partnership between Vaughan Mills and SickKids has raised over $1.2 million to date, according to the mall.
