Westfield Makes a Home in East London

Westfield Stratford City is less than two weeks from its grand opening, and the pre-launch marketing has reached a fever pitch. The Olympian mall is doing everything in its power to build a sense of community with its new East London home, and so far I’d have to say the attempt is going well.

Aside from the website linked above, which includes blogs and crowd-sourced maps and all kinds of goodies about the center’s neighborhood, its history and its inhabitants, we’ve seen two great things come out of Stratford City’s promotional material. One is Create Your Take, a Facebook photography competition that presses East London inhabitants to recreate classic looks and images (like “Market Day” or “The Hoxton Fin” with their own spin. User voting for the top takes will lead to a grand prize winner taking a prize determined by the number of likes the center’s page receives, up to $10,000.

The other extremely cool element of the campaign is a video highlighting 100 years of East London style (although there is some debate about how particularly “East London” the fashions are) in just 100 seconds.

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