by Kirsten Ward | CMO Situ Live
Feb 16, 2021
Situ Live aims to bring the magic back to retail as we launch an interactive shopping experience at Westfield London in summer 2021. The venue will showcase the world’s most innovative products from brands including Facebook, Maserati, Lutron, and BoConcept.
This radical approach to retail focuses on brand immersion and experience. Consumers are encouraged to connect with brands on a deeper level, before deciding whether to discover more or purchase direct from the manufacturer by scanning a QR code.
The first venue will feature live theatrics and storytelling performances across six curated theatres, including ‘Fitness & Wellbeing’, ‘Connected Home’, ‘Nutrition Kitchen’, ‘Entertainment’, ‘Home & Mobile Working’ and ‘On The Move’.
“What sets Situ Live apart as a retail destination is its unforgettable experiential value.” says Kirsten Ward, CMO of Situ Live. “To bring this bold vision to life, we knew we needed to think outside-of-the box when it came to the venue design and build. That’s why we’re delighted to partnering with creative events and experiential agency, Bearded Kitten.”
“We chose to work with Bearded Kitten as we wanted to capture the sensory energy of live experiential events and combine it with product education, so visitors can see products in action before they decide to buy.”
“Endless rows of boxes on shelves are boring. To really capture the hearts and minds of shoppers we need to provide a space for them to understand how the products work and how they may fit into their lives. We will be working with our brand partners to create exclusive content and events.”
“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 will be looking to retail, leisure and event experiences to create unique and lasting memories.”
Joana Ferrão, Creative Director at Bearded Kitten, says: “We’re ecstatic to be working with Situ Live, bringing their Westfield store to reality. It gives us the opportunity to combine our expertise as a design and build specialist together with our immersive experience credentials to deliver something truly mind-blowing and fresh for the retail sector. Exciting times!”
The launch will take place at Westfield London in Shepherd’s Bush in summer 2021, with additional stores planned for 2022.