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Westfield reveals vision for the future of retail

Westfield has unveiled its vision for the shopping centre of the future, with a series of images giving shoppers a glimpse of what they can look forward to in 2028.

Westfield’s ‘Destination 2028’ concept has been created based on insights from a panel of experts including a futurologist, a fashion technology innovator, a retail specialist and experimental physiologists.

It depicts a hyper-connected micro-city, driven by social interaction. Hanging sensory gardens and AI-infused walkways feature in an environment designed to cater for a new generation of visitors.

With wellness a priority, the concept includes a zone where visitors can reflect in a mindfulness workshop, while a focus on sustainability sees “havens of tranquil green space”.

Continuing the theme, allotments and farms will give visitors the chance to pick their own produce for their meals, while a network of waterways will offer not only an alternative route around the centre but access to watersports – an example of a “vast programme of recreational activities available for visitors”.

According to Westfield, experience will remain king but on a whole new level.

Tech-enabled ‘Extra-perience’ will see eye scanners bring up information on entry about a visitor’s previous purchases and recommend personalised fast-lanes around the centre, while smart changing rooms will enable shoppers to see a virtual reflection of themselves wearing their chosen clothes and accessories.

Further innovations will include smart loos that can detect hydration levels and nutritional needs and reading rooms that grant visitors access to every book ever written. Visitors can also be seen walking along digital pathways, with delivery drones overhead.

Westfield London – now Europe’s largest shopping centre following a £600m expansion – will celebrate its 10th anniversary on 30 October.

Myf Ryan, chief marketing officer at Westfield UK and Europe, said: “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.

“Westfield’s ‘Destination 2028’ concept also reflects the rise of the sharing economy, with rental-retail expected to become the norm for post-millennials who will be able to rent everything from clothes to exercise gear.”

Readers' comments (1)

  • Renting will grow if the economy goes to pot. Although renting via a Westfield site is unlikely. Those who can afford, purchase outright. Certain religions won’t wear second hand either.

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