Retailer calls in the Lego Masters to build Melbourne’s iconic windows brick by brick
“Remember, it was the 80s and we were overwhelmed by everything before the internet,” he said. “It was so magical to see the windows and then we’d do our Christmas shopping and catch the train to Glen Waverley. So to be a part of that, to come full circle, is actually pretty special.”
The Christmas window opening was a welcome bright spot for Myer chief executive Olivia Wirth after the department store group reported a 30 per cent drop in net profit to $36.8 million for the year to July 2025.
Santa’s mailroom made entirely of Lego. Credit: Joe Armao
“We’re in the middle of a really broad transformation across the business,” Wirth said. “This includes bringing in the right products, overhauling womenswear, bringing some more excitement and theater into stores and investing in stores.”
Wirth did not reveal how much the windows cost Myer but said they were expected to bring more than 2 million people to its Bourke Street store.
Wirth will then be hoping they go directly to the Lego section of the store.
Last year, the opening of Myer Christmas windows was canceled due to a planned protest about the war in Gaza.
Olivia Wirth, chairman and chief executive of Myer Group, at the opening of the Christmas windows.Credit: Joe Armao
Wirth said the city’s retail business had been affected in the last 12 months as a result of the protests.
“’How do you bring people back?’ We are very focused on the subject. How safe do they feel when they come back?” he said.
Wirth said Myer had met with the Allan government and Melbourne Mayor Nick Reece to make sure the city was a place where people felt safe.
“If you talk to any retailer operating in the Melbourne CBD they will tell you the same thing,” he said. “It’s been a difficult process and we need to find ways to attract people here. Obviously activities like this will help revitalize the city centre.”
Santa Claus and his elves were there to open the windows. Credit: Joe Armao
The City of Melbourne is also preparing to display its Christmas decorations. Federation Square will become Christmas Square, featuring a 17.5-meter tree covered in 110,000 lights.
Melbourne’s streets and byways will be decked out with more than 650 Christmas decorations, including a new 60-metre, 25,000-light display atop Bourke Street Shopping Centre, and festive installations on landmarks such as the Evan Walker Bridge and Melbourne City Hall.
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Camilla McCombe, 10, was one of the first children to take a close-up of the windows, along with her five-year-old brother Hamish.
“I really love windows,” he said. “It makes me happy because it’s so beautiful. I think they’re really creative and I like the theme.”
“The elves look good,” said Hamish. “I have so many Legos [at home].”
Myer Christmas windows will be open from Saturday 8 November.
