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August 16, 2009
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Westfield London comes to life




London’s biggest and newest shopping complex has been running a series of live experiences throughout spring and summer to engage directly with Londoners by providing free entertaining and educational events.

The campaign kicked off with Two Hours to Play, when Westfield London threw open its doors over two weeks in April to offer a host of exciting events within the specially designed ‘room sets’ located in The Atrium.

Spaces come alive

The events included style presentations, workshops and advice in the Grazia Fashion Room, latest looks and trends from beauty editors and make up artists in the Boudoir Room, masterclasses on up-to-date gadgets in the Living Room and the sampling of delicacies from Westfield’s many restaurants and cafés in the Garden.

Jack Morton Worldwide designed and created the look and feel of the room sets, bringing Westfield London’s Two Hours to Play vision to life. The experiential marketing agency is working in conjunction with Westfield London in the role of creative agency responsible for the marketing activation of Westfield’s entertainment spaces. The role sees Jack Morton working closely with the in-house marketing and commercialisation teams. 

Festival atmosphere
The most recent major event at Westfield London was the inaugural Shimmer 09, a festival of events over a four-week period that ended on 16 August. The festival is scheduled to run annually and is designed to give the retail stores located at Westfield London the opportunity to engage with consumers through brand entertainment.

This year, Shimmer featured the best of the season’s looks, sounds and flavours in a holiday-style festival of events, including beach huts inhabited with retailers, a beach bar featuring a selection of the top food and drink retailers, a brand area for Nintendo activity and a Kids’ Zone.

Visitors were presented with a passport-style guide, including tear-out vouchers and offers to redeem within the shopping complex.

Westfield rocks
Every Thursday evening, in conjunction with London listings magazine Time Out, the Bandstand featured popular live acts, including Dolly Rockers, VV Brown, Frankmusik and Chipmunk. Throughout the festival there were also be surprise gigs from entertainment retailer HMV, which opened with Norwegian pop legends A-ha.

“Shimmer 09 embraced the best of the summer, and gave the retailers at Westfield London the opportunity to engage with consumers in a fresh way,” said Joe Russell, head of events at Westfield London. “The experience we’ve designed really is synonymous with Westfield London’s offering, and we’re delighted to be supporting the brands in The Atrium space.”

Raising the retail bar
Jack Morton has been working with Westfield London since 2008, when it created the concept for and produced the destination’s opening launch experience. 

“Westfield raised the bar for London retail and leisure destinations when it launched in October, and is continuing to demonstrate visionary leadership in its field with its continued focus on developing and activating its entertainment spaces,” said Julian Pullan, executive vice president, managing director, EMEA, Jack Morton Worldwide.

“We are delighted to be instrumental in helping Westfield realise this vision and look forward to creating many more exciting experiences within the destination.”


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