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futurefashion at Westfield

Where Shopping Meets the Digital World – Fashion @ Your Fingertips

To celebrate the launch of spring/summer 2012, Westfield London and Westfield Stratford City will introduce futurefashion – its first ever all-digital style event set to take the traditional concept of shopping to new heights, running  from 27th March  – 1st April at Westfield London and 4th – 9th April at Westfield Stratford City.

The event will take the form of five zones, each offering an immersive shopping experience based on the sweeping digital trend of ‘personalisation’ whereby shoppers create their own fashion looks and moods on digital touch screens. Shoppers can browse and select from over 500 fashion items at the touch of a finger, introducing a change in the way we shop and self-style.


Steven Spielberg’s Minority Report amazed audiences with its futuristic technology. Ten years later Westfield London and Westfield Stratford City will be the first to bring technology from the big screen to LCD screens by housing an edit of the season’s most sought-after fashion and trends, including tribal, retro, brights and candy on five digital show-stopping 103” touch-screens, each comparable to the width of a Mini Cooper!

Savvy shoppers can begin by touching the screen to browse images from trend- themed galleries, each housing current high-street and luxury apparel; accessories and illustrations and props. Spring/summer fashion from Westfield’s 700+ brands can be navigated on-screen and looks can be created on a futuristic editorial style canvas by dragging items to adapt and personalise a unique spring look. Once shoppers have curated their Spring/Summer look they can share it to Westfield’s Facebook Gallery and choose to have a bespoke shopping list of items selected with prices automatically emailed to them.  Shoppers can also easily share their style via their own Facebook and Twitter pages.

Futurefashion celebrates sartorial style by providing a platform to create your personal interpretation of spring summer trends!  Browse and select clothing, swatches and accessories from a collection of images to help transform your wardrobe for the season ahead, courtesy of brands including River Island, Levi’s, Reiss, Uniqlo, Kurt Geiger, All Saints, Cos – plus more


Smartphones have become the personal device of our time and is set to replace purses and wallets to make purchases quicker and slicker. Westfield gets ahead of the game and stylishly embeds each product on screen with QR code technology. The QR Codes can be scanned with a reader via a smartphone and used to obtain a discount code which can then be used to make swift and stylish purchases in-stores.

What’s more NFC (Near Field Communication) is one of the latest mobile software to hit the market. Tech-savvy shoppers who already own an NFC handset will have the unique opportunity to scan and collate discounts which can be redeemed in-store, all at the touch of a button.


Until now, 3D catwalk shows have been exclusive to major fashion houses but are now set to become mainstream, making a commercial debut at Westfield London and Westfield Stratford City in a

cinema pop-up.  Seating fifteen at a time, each guest will wear 3D glasses to view an immersive three minute fashion show produced by Westfield which showcases more than 70 looks of the very

best in spring/summer style* The 3D Lenticular Catwalk Show will be screened showcasing fashion like never seen before.


Kick off your heels and sip fresh mocktails in the sumptuous surroundings of the Cocktail Bar and enjoy speed grooming at the Beauty Bar with make-up artists who will be applying their expertise

on the latest colour palettes and products and sharing their beauty top tips.

Myf Ryan, General Manager Marketing UK said: “We are delighted to be partnering with industry innovators for futurefashion. It is important for us to respond to the rise of the online retail world which offers the convenience of browsing and buying at the click of a button. We hope that by introducing new ways to interact with fashion through the latest technology in a retail environment, the boundary between bricks and mortar and online shopping will blur and a new age shopper who can seamlessly shift between both will emerge –  more empowered than ever in how they shop.”

Futurefashion invites shoppers to experience a journey through every touch point of shopping digitally from creating and sharing looks through Social Photobooths and Tweet Mirrors all at the sweep of a finger.


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