Westfield partners with DreamWorks' Shrek for Christmas grotto

Shopping centre chain Westfield has teamed up with film studio DreamWorks to launch Adventure to Santa's Grotto, A DreamWorks DreamPlace, a new festive activation.

Adventure to Santa’s Grotto will feature a Sleigh Hangar experience
Adventure to Santa’s Grotto will feature a Sleigh Hangar experience

Launching in November 2015, the experience will be hosted at both Westfield London and Westfield Stratford City. The two locations are the first to host the branded event outside of the US.

Adventure to Santa’s Grotto promises to take families on an immersive, cinematic adventure set in a 2,000-square foot cottage. It will combine motion-based effects technology with storytelling.

Visitors can expect interactive activities from iconic film characters Shrek and Donkey, who will be on their way to meet Santa. The entire experience will be tailored and personalised to each group visiting from the moment they reserve their spot.

A team from DreamWorks Animation has collaborated with video-integrated brand activation agency Parker 3D to develop the grotto.

Myf Ryan, director at Westfield, said: "Westfield is always looking at ways to innovate and provide new experiences for its customers. Partnering with DreamWorks Animation, the global family entertainment brand known for award-winning storytelling and industry leading innovation, will deliver the ultimate Grotto experience to Westfield visitors."

Michael Francis, DreamWorks Animation’s chief global brand officer, added: "We are continually looking for new ways to bring our characters to life and DreamPlace delivers an unparalleled experience which fans in London will absolutely love."

More: In pictures - Rita Ora kicks off Christmas at Westfield

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