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Brief Published: 5 Apr 2012

Westfield Shopping Mall Gets E-Interactive


Aiming to prove that digital design concepts have as much to offer bricks-and-mortar stores as they do online retailers, this week, Australian shopping centre giant Westfield launched a Futurefashion initiative at Westfield Stratford City – its latest, East London location.

A temporary showcase of new digital concepts crafted to augment the standard shopping experience, key features included a 3D catwalk show (showing 70 Spring/Summer looks pulled from brand across the centre), and a Twitter mirror allowing consumers to instantly redirect images of themselves to their Twitter feeds. There was also a digital photo booth that uploaded images straight to Facebook, and several interactive wall screens, giving consumers the opportunity to compile their own, super-sized trends boards.

While most of the concepts were fun rather than groundbreaking, the initiative brilliantly illustrated the growing importance of retail strategies that play on both social interaction and the capacity for personalisation.