Westfield London to open new immersive shopping experience Situ Live
Experimental retail concept Situ Live is to launch at Westfield London in Summer 2021, featuring live theatrics and storytelling 'performances' across six themed areas.
The retail concept's bold approach to physical retail allows consumers to connect with brands in more personal ways than in a typical store, picking products suited to their lifestyle, accompanied by personalised advice from Situ Live’s knowledgeable team.
The six themed areas include ‘Fitness & Wellbeing’, ‘Connected Home’, ‘Nutrition Kitchen’, ‘Entertainment’, ‘Home & Mobile Working’ and ‘On The Move’.
Situ Live shoppers will be able to compare products in close detail before deciding whether to discover more or purchase direct from the manufacturer simply by scanning a QR code.
The hybrid style of experience and retail hopes to radically shake up the norm, where stock is stacked up on shelves, with limited demo devices available or one clothing size on display.
Partners initially launching with the opening include wearable technology FitBit, car manufacturer Maserati, home appliance company Bosch and Facebook, with further brands to be confirmed at a later point.
Warren Richmond, Founder and CEO of Situ Live says: “We’ve done a lot of research into what consumers want from a physical and digital shopping experience. Situ Live will be the destination for people who want to discover and experience products as they would in real life and then speak to knowledgeable experts who listen and recommend products that improve their lives.
“Consumers have told us they want to browse and be inspired on the high street, and then purchase online. Situ Live allows exactly that, with our digital platform making it easy to compare complex product specifications and then consider a purchase at their own pace.”
Discussing Situ Live’s QR code system, Richmond adds: “This is really important because after we have excited and inspired shoppers, we can walk them through the purchase journey and complete the sale on behalf of our brand partners.”