Sydney retail space Central has given shopping punters a contemporary answer to traditional Christmas by recruiting none other than ‘Hipster Santa’.

Hipster Santa does not fly reindeer, opting instead for his fixed-gear bike, and don’t even think about leaving him out milk and cookies; he only accepts coconut water and gluten-free macarons.

BMF’s integrated campaign includes the ambient PR stunt, outdoor (street posters and chalk stencils), point of sale, an interactive digital display and a social strategy where Hipster Santa will be active across Instagram, Twitter, Facebook and Tumblr.

The campaign’s aim is to build brand recognition, increase the public’s engagement and interaction inside The Living Mall, and activate Christmas sales.

In a three-week-long ambient stunt, Hipster Santa has taken over one of the retail spaces within The Living Mall and replaced it with his workshop. This space will be his new home up until Christmas Eve. Shoppers will be able to interact with him, get the obligatory Santa photo (selfie-style of course), and get advice on “what’s hot this Christmas”.

In addition to his physical presence in the mall, Hipster Santa and his band, ‘Hipster Santa and the Antlers’, will appear digitally on The Living Mall’s interactive digital display. Via touchscreen, shoppers can be in control of the music by activating and deactivating different band member’s instruments, as they defy the mainstream and play indie covers of Christmas carols.

Hipster Santa put out a statement earlier this week about his role at the Central shopping precinct saying: “It’s just really appropes [sic] for me to be living in such a cultured and creative area. Everyone here is so ahead of the curve – at least three or four degrees ahead. Plus, The Living Mall’s got everything I want. There’s a ton of fash [sic] and a rad [sic] art space where I can work on my book, St.Nicholatte – Santa’s guide to the perfect latte.”