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Westfield sees the return of global brands for festive shopping


Westfield London has once again welcomed a variety of global brands for the festive shopping season.

Coming to Westfield London and Westfield Stratford City, brands are looking to interact with visitors with pop-ups and activations in the center. The two London centers have welcomed around 40 million visitors since they reopened in the spring.

In Westfield London, Nike offers the Nike Kids Play Lab, with a series of fun games created by children encouraging children to play. Boots offers beauty experiences signed by Givenchy and Dior. Both beauty brands will have a booth outside Boots, offering perfume samples.

Westfield’s How We Shop study found that Londoners’ desire for in-store experiences has increased since 2020, from 48% to 52%.

“The holiday season in Westfield centers offers real opportunities for brands to interact with existing and completely new audiences while capitalizing on a stronger buying momentum,” said Grace Charge, Head of Brand Experience and partnerships for the United Kingdom and Europe at Unibail-Rodamco-Westfield.

Other brands, such as JP Morgan, will host a digital immersive experience called Chase Octagon in Westfield London, creating an immersive experience that seeks to relax or energize its viewer. Other brands such as Bosch, Oculus, Deezer Lenovo, Ploom and Pernod will offer a variety of concepts, each designed to entice customers for festive shopping.

In Westfield Stratford City, Givenchy and Dior will also be promoting their fragrances outside of Boots, and tobacco brands Zyn and Ploom will offer experiential stalls as part of their strategy.

“It’s exciting to host world-class brands to launch interactive in-person pop-up events and experiences for visitors to discover and enjoy,” Charge said.

The events will take place during the holiday season, from the end of November to the end of December.