Westfield launches AI-driven pop-up

Westfield London has launched a temporary pop-up store which will use artificial intelligence (AI) to mine data to predict upcoming fashion trends.

The Trending Store pop-up, which will be open to the public 3-7 July, will will track over 400,000 early adopters and innovators from around the world to identify the next big trends, enabling it to stock garments and accessories based on what is trending in real time across social media.

The store is using AI technology from Nextatlas to ensure it only stocks the top 100 fashion items based on online trends, which stylists will source on demand from retailers in the shopping centre including Topshop, Reiss, Whistles, Lindex and Stuart Weitzman.

Some of the biggest emerging trends featuring in the store include: romantic heroines, dystopian fashionistas and design therapy. They will be presented through mood boards and Ultra HD digital signage provided by LG.

All proceeds from the project will go to Save the Children.

Breaking fashion trends will appear on digital screens within the store
Breaking fashion trends will appear on digital screens within the store

At Westfield centres we aim to bring the newest concepts, first to the market brands and best experiences to our customers,” said Myf Ryan, CMO Europe and group director of brand and strategic marketing for Unibail-Rodamco-Westfield.

“Through our How We Shop Research platform we know that shoppers increasingly want to experience both online and offline retail in a seamless journey. Online, shoppers are inspired by influencers and used to being guided by AI, with products served to them based on their behaviour. Usually this guidance does not translate to a physical retail space, however, working with data analysts, NextAtlas, we are able to bring our shoppers products that are trending in real time - a true reflection of social conversation brought to life in a physical space.”

Mario Coletti, MD at Nextatlas, added: “This is the first time we’ve used our data in a physical setting and so it’s amazing to see how the platform has come to life at The Trending Store. It’s a pioneering way to demonstrate how AI will be relevant in physical retail for years to come. Our platform monitors trend creators, analysing visual content, hash tags and captions on a daily basis to project the trends of the future.”