Department store Myer has launched its largest dedicated instore Christmas concept across its entire network, Giftorium.

Covering 37,000sqm of floor space, the store in store concept showcases Myer’s Christmas product range including toys, homewares, fashion, and cosmetics, as well as a series of services such as personal shopping, a Christmas Gift registry, gift ordering on iPads, and a ‘Shop and Drop’ parcel service.

Myer has also launched a dedicated Giftorium microsite with similar services including ‘Giftician’ appointments, gift finder, book a time to meet Santa, and  same day delivery service for city stores in Melbourne, Sydney, Brisbane, and Perth.

The same city stores will also host pop up shops from Benefit, Bonds, Fossil, R&A leather goods, Dilmah Teas, Kikkerland, Mr Men & Little Miss, Vista Print, as well as a fragrance gallery.

The department store has also teamed up with Instagram to debut a digital screen in one of the Myer Sydney City windows which will flash Instagram images featuring the hashtag #Giftorium.

Myer CEO, Bernie Brookes, said there is no other retailer in Australia offering such an extensive Christmas program of events and services to engage customers.

“The truly great international department stores place huge importance on their Christmas programs. We saw a unique opportunity to bring fun and theatre back into Christmas shopping for all Australians,” Brookes said.

“Giftorium is a fantastic initiative that shows we are committed to new and innovative ways to improve services and engage our customers in a totally new interactive instore experience.”

From next month, Myer will rollout a National Events and Theatre Program for instore activities and events.