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Westfield shares vision for future of retail

Westfield has unveiled its ‘Destination 2028’ concept, based on insights from a panel including a futurologist, fashion technology innovator, retail specialist and experimental physiologists. 

Released to promote the 30th October 10th anniversary of Westfield London –  now Europe’s largest shopping centre following a £600 million expansion – the initiative pitches the centre as a hyper-connected micro-city. New technologies, such as AI-infused walkways, are fused with 'back-to-basics' ideas including gardens and ‘classroom retail’, where people watch and learn from their favourite retailers.

It also reflects the rise of the sharing economy, with post-Millennials able to rent everything from clothes to exercise gear. More pop-up, temporary retail and co-working spaces will also emerge, according to the panel of experts.

An omnichannel theme of ‘Extra-perience’ will include eye scanners bringing up information on entry about a visitor’s previous purchases and recommend personalised fast-lanes around the centre. And in magic mirrors and smart changing rooms, shoppers will see a virtual reflection of themselves wearing chosen clothes and accessories.

Further innovations will include smart loos that can detect hydration levels and nutritional needs, alerting visitors to top-up their vitamin C or re-hydrate, and reading rooms granting access to every book ever written. 

Myf Ryan, Chief Marketing Officer at Westfield UK and Europe, says: “As we celebrate 10 years of pioneering retail in London we’re already looking forward to the next decade. We’ll continue to work closely with brands to deliver innovative retail spaces that create the ideal environment for them and our visitors – including developing technologies that converge digital and physical shopping to enhance that Extra-perience in state-of-the-art surroundings.”

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