Westfield has partnered with Australian Red Cross Lifeblood to establish a Christmas-themed pop-up donation centre, known as The Most Magical Gift Shop, at Westfield Sydney. The collaborative initiative, developed with whiteGREY, aims to address the crucial need for blood donations during the holiday season.
The pop-up, designed to simplify the process for customers to combine Christmas shopping with life-saving blood donations, is set to engage Sydneysiders in the spirit of giving. The goal of The Most Magical Gift Shop is set to attract 2,200 Westfield donors this Christmas, with each contribution having the potential to save up to three lives.
Capable of accommodating up to 100 donations daily, the custom-built, immersive pop-up features eight blood donation stations, private pre-donation interview rooms, and a designated refreshment area. Donors will receive a symbolic reminder of their contribution to place under their Christmas tree.
Jacqui Waine, Scentre group general manager of marketing and community, commented on the significance of the initiative, stating, “The Most Magical Gift Shop at Westfield Sydney is set to facilitate the spirit of generosity this festive season and aid Lifeblood in providing life-saving donations to those who need it most.”
Waine further acknowledged the busy holiday season for customers and highlighted the hope that the integrated shopping and donation experience would contribute to saving up to 6,600 lives.
Chad Mackenzie, group chief creative officer at WhiteGREY, expressed pride in being part of the collaboration, noting, “When we talk about the magic of Christmas, it’s actions like this that really make you believe.”
The Most Magical Gift Shop will operate daily on Level 5 of Westfield Sydney from December 4 to December 26. Donation appointments can be scheduled between 9 am and 6 pm, with bookings available on westfield.com.au/lifeblood.