Hosting a Luxury Cookie Decorating Activation for TOD’s in Sydney
Early in the New Year, I received an enquiry from TOD’s for hand-piped customised cookies designed to look like traditional mahjong tiles for their Lunar New Year in-store gifting. I loved this concept immediately. I had recently created printed mahjong tile cookies for Hong Kong Airlines, but this project called for something even more elevated.
As a designer brand, TOD’s wanted personalised cookies that felt refined, premium and beautifully detailed. We decided to make the cookie dough orange (their brand colour) to represent the back of the mahjong tile, and then hand-pipe the Chinese characters onto white fondant for a clean, luxury finish. The final result felt both playful and sophisticated; perfect for the occasion.
Before officially confirming the order, they came back with another question: would I be interested in hosting a cookie decorating activation in their Westfield Sydney boutique?
Of course, I said yes.
A Customised Cookie Decorating Activation at Westfield Sydney
I was flown to Sydney on Valentine’s Day for a seven-hour in-store activation, returning home later that evening to my little
family. Tammy from Haus of Social joined me for two hours to capture content from the day.
In the week leading up to the event, I spent hours in the studio preparing individual edible decorations for guests to use on their customised cookies. We had piping bags filled with red, orange and yellow icing, along with delicate flowers, leaves and edible pearls. Each guest received a beautiful white box with a clear lid to display their personalised cookie creation; transforming their experience into a keepsake.
The cookie decorating activation was a huge success.
Luxury brand activations are about more than gifting, they’re about creating meaningful moments in store. I noticed how the experience encouraged customers to slow down, engage, and genuinely enjoy their time in the boutique. Some guests had been personally invited and came specifically for the event; many staying to purchase in store. Others were simply passing by, saw the energy and excitement, and came in, to join in.
That’s the power of interactive, personalised experiences.
Cookie Decorating Activations for Luxury Brands
An in-store cookie decorating activation does more than offer customised cookies it creates connection.
It;
• Encourages customers to spend longer in store
• Builds emotional engagement with the brand
• Creates highly shareable content moments
• Enhances corporate gifting experiences
• Attracts both invited guests and walk-in foot traffic
It transforms personalised cookies into an immersive brand experience.
It had been about nine years since I had hosted a live activation (since having my children!), and I couldn’t have asked for a more beautiful re-entry into the world of brand collaborations. The TOD’s team made me feel so welcome, and the atmosphere throughout the day was warm, fun and creative.
At the end of the day, my mum came to help me pack up. We grabbed dinner before she dropped me at the airport. I hadn’t seen her in about a year, so that alone made the day even more special.
And then I arrived home, exhausted but happy, to find my husband, twins and daughter all snuggled in our bed. My heart was full.
What a day!
Looking to Create a Customised Cookie Activation for Your Brand?
If you’re a luxury brand, retail space or corporate team looking to elevate your in-store experience with customised cookies, personalised cookies or a fully hosted cookie decorating activation, I would love to work with you.
From bespoke corporate gifting to immersive brand activations, I create experiences that are thoughtful, premium and designed to leave a lasting impression.
Let’s create something beautiful together.
