AI-powered boutique stocking fashion-forward looks based on what’s trending across social media in real time.
brief
As the worlds of online and offline retail blend and inspire each other further, Unibail-Rodamco-Westfield is thinking ahead with a one-of-a-kind concept. The Trending Store brings together the smart trending intel of online shopping and fashion influence with the “IRL” human interaction of traditional shopping, for the very first time.
Myf Ryan
CMO Europe and Group Director of Brand and Strategic Marketing, Unibail-Rodamco-Westfield
At Westfield centres we aim to bring the newest concepts, first to the market brands and best experiences to our customers.
We know that shoppers increasingly want to experience both online and offline retail in a seamless journey.
A true reflection of social conversation brought to life in a physical space.
Aftermath
All proceeds from the store went to Save the Children, Westfield London’s charity partner. The machine enabled customers to 'tap to donate' £5/£10/£20 to Save the Children in return for a top trending prize valued up to £100.
