Westfield London eyes “interactive” pop-up to gain new audience

Westfield London pop-up
Westfield found in its "How We Shop" report  that consumers are keen to get back to the shops and are looking for more from their shopping experiences
// Westfield London to reveal new pop-up shopping experience on June 24
// The initiative is part of a partnership with Lone Design Club

Westfield London is set to launch a new “interactive” pop-up shopping experience in an effort to engage directly with a new audience.

The initiative is part of a partnership with Lone Design Club (LDC), which is designed to “empower” independent and sustainable designers.

The new pop-up will aim to push the boundaries of sustainability, trailblaze new production methods and integrated technology in all areas of the business, and showcase brands across fashion, beauty, and lifestyle.


READ MORE: Westfield parent company announces €1.25bn bond placement


It will launch on June 24, with a late opening night to celebrate the return of physical retail.

Westfield found in its “How We Shop” report  that consumers are keen to get back to the shops and are looking for more from their shopping experiences.

In fact, 52 per cent of UK consumers said they are shopping more locally than last year, while 49 per cent are now buying more locally sourced or locally made products.

Meanwhile, 89 per cent of London shoppers said they are interested in in-store shopping technology.

LDC intends to answer this call by infusing the best elements from the digital and physical spheres with a live stream shopping studio, live editorial shoots, an interactive Instagram room, and beauty pampering treatments on tap.

“Experience is at the heart of everything we do at Westfield, and we are always looking for ways to bring exciting experiences to customers that visit our centres, particularly within the fashion space,” Unibail-Rodamco-Westfield UK marketing director Harita Shah said.

“With people craving real-life experiences more than ever before, we’re thrilled to partner with Lone Design Club, which not only offers an immersive retail experience to shoppers but also has a strong focus on sustainability which we know is a strong focus for our visitors.”

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