Answer extracted from The Crexi Commercial Real Estate Podcast — listen to the full episode below.
How did DreamWorks Animation approach the reinvention of shopping center holiday experiences?
DreamWorks redesigned Santa's cottage by replacing its exterior with digital screens for animations, then created a seven-room immersive experience where visitors took a sleigh journey to the North Pole. Technology enabled Santa to greet each child by name and reference their Christmas wishes, raising the bar for holiday activations across shopping centers nationwide.
From Traditional Cottage to Seven-Room Journey
The concept moved far beyond a simple meet-and-greet. DreamWorks didn't just update the visual shell—it reimagined the entire customer journey as an experiential pathway. Visitors stepped into a themed environment, boarded a virtual sleigh, and traveled through distinct rooms, each designed to deepen the emotional connection and extend the time families spent in the experience.
The scale of rollout demonstrated confidence in the model. Nine locations were built in the first 16 months, with a dedicated team of approximately 80 people executing the vision across the country. This rapid deployment wasn't accident—it reflected how effectively the experience resonated with shopping center audiences and how replicable the design proved to be.
Technology as the Enabler of Personalization
What distinguished this activation was the use of real-time data integration to personalize each child's encounter. Parents provided information beforehand, and digital systems allowed Santa (or an animated character powered by the technology) to reference specific wishes, names, and details that made each interaction feel genuinely customized rather than scripted.
This approach aligned perfectly with how placemaking works in modern retail environments—by creating moments that feel personally relevant to each visitor. The result was a holiday experience that families remembered and retailers could proudly market as a genuine destination draw, not just seasonal decoration.
Paul Kurzawa — Chief Executive Officer of Centennial. With more than 25 years of experience in retail and mixed-use real estate, Kurzawa specializes in redevelopment and placemaking. His career spans roles at Lendlease, Westfield, Caruso, and DreamWorks Animation, including landmark projects like the $660 million Willis Tower redevelopment in Chicago and major mixed-use developments including Westfield Century City and the Americana at Brand.
The DreamWorks holiday experience also signaled a broader shift in how shopping centers approach seasonal activations. Rather than treat holidays as temporary décor moments, the project demonstrated that strategic investment in experiential design could transform routine visits into memorable family traditions—exactly the kind of emotional connection that drives repeat traffic and justifies premium rental rates for anchoring brands.
See also
What is the core definition of placemaking in retail real estate according to industry veterans?
Placemaking is about the true human connection a person makes when entering a retail destination, beyond just branding or merchandise mix. It is the magic that helps retail survive and thrive.
How did the Dining Terrace at Westfield Century City redefine food court experiences in American shopping malls?
Rather than a traditional food court, Westfield created what it called the Dining Terrace at Century City with staff busing tables, proper cutlery, and a curated dining experience that elevated the entire food court concept.
What distinguishes Westfield's branding strategy from competitor approaches in shopping center development?
Westfield created shopping destinations with the brand prominently displayed and experiences built around the brand promise, including a curated retail mix and consistent design language across all properties.