‘Untraditional traditions’: Emporium Melbourne takes a unique approach to Christmas

December 4, 2023 1:58

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series.

Melbourne CBD’s luxury shopping centre, Emporium Melbourne, has unveiled its festive campaign that celebrates ‘untraditional traditions’ – the moments that make Christmas special for individuals and their families.

With the view that traditions are not one-size-fits-all, Emporium aims to reflect people’s individuality and inspire Melbournians to start their own, one-of-a-kind lore this holiday season.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.