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Situ Live officially opens revolutionary retail experience at Westfield London

Jeremy Lim
07 October 2021

Westfield London has today opened the debut location for Situ Live, an immersive consumer experience described as a "discovery playhouse".

Situated opposite the soon-to-open Apple store in Westfield London's newly established Innovation Alley, Situ Live offers an experience-led journey that combines product discovery, innovation, theatre, and demonstrations with a hassle-free route to purchase.

Visitors will be taken on an interactive journey through vibrant theatres that will constantly evolve, with its content curated around current trends and solving real life problems including getting fit, sleeping better or being more productive.

Situ Live aims to transform the traditional retail model with a focus on discovery and exploration through live performances of fully functioning products and an expert team available to offer advice.

Situ Live’s lifestyle theatres and live demo areas includes a fully working kitchen, complete with food and drink to try, a connected lounge, a home gym fitness zone, relaxation areas for sleep and wellbeing, mobile working inspiration, adventures in transport and travel, hands-on gaming, and education technology.

If visitors find something they like, they can simply scan a QR code, save it to their Situ Live favourites list, and decide whether to buy online or compare prices as they go. This fresh approach to physical retail allows shoppers to discover, touch, and feel products in real life, while benefitting from the ease and choice of online shopping in their own time.

Warren Richmond, Chief Executive Officer of Situ Live said: “Both the retail and events industries have been hit hard by the pandemic, but if 2020 taught us anything, it’s the value of human connection and social experiences. We believe that in the post-pandemic world people are looking to retail, leisure and event experiences to create unique and lasting memories which makes now the perfect time to launch Situ Live.”

From launch, Situ Live will work with 75 of the world’s leading innovation brands, including Bosch, Lutron, Maserati, NordicTrack, Oculus, and Opera Beds. The comprehensive line-up of life-changing products comprises further household names, such as Anthony Mullan, Artemide, Bang & Olufsen, BoConcept, Epson, Facebook, Fitbit, Philips, Sage, Sonos and Tefal.

A special focus will also be placed on entrepreneurial innovations, such as Coravin’s wine preservation system, the world’s lightest folding e-bike from Perry eHopper, and La Pochette’s stylish and sustainable gym kit.

Richmond said: “We will be working with our brand partners to create an ever-evolving experiential retail experience, with a rolling programme of exclusive content and events. No two visits to Situ Live will be the same. The aim is to become this year’s go to destination within Westfield London for Christmas shopping and beyond.”


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