Westfield Unveils the Future of Fashion

Shoppers are due to be blown away at Westfield London and Westfield Stratford City this spring. Futurefashion merges the best of digital technology with all the benefits of hitting the mall.

You know how fashion-savvy shoppers flock to sites like Pinterest to personalize and share their tastes? Westfield is leveraging Minority Report-style tech to bring that experience into the mall. The season’s most sought-after fashion and trends, including tribal, retro, brights and candy, will be displayed on five digital show-stopping 103” touch-screens. Shoppers can interact with the galleries, dragging pieces onto a virtual canvas to create their favorite looks for the season. Once they’ve perfected their looks, they can share them on Westfield’s gallery and their own Facebook and Twitter accounts. Of course, they can also have a shopping list sent straight to their inboxes.

Even better, each item has a QR code attached, and shoppers who make use of those codes will not only have an easy time finding the item they want to buy, they’ll also get a discount in the process.

Fashion lovers will also have a chance to take in a whirlwind fashion show, donning 3D glasses to take in an immersive three minute fashion show produced by Westfield. In those three minutes, they’ll be treated to a 3D catwalk showcasing more than 70 looks of the very best in spring/summer style.

“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,” explained Myf Ryan, general manager marketing UK. “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.”

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