CREATING A CULTURAL ICON
Defining what a shopping centre should be in today’s world - quite the task when mass consumption is in rapid decline. The unlock? Positioning Westfield as an entertainment destination.
From events programming to culturally zeitgeisty retail initiatives, public art projects and the latest talent in advertising, the team at Portas launched (and maintained) Westfield as one of London’s hottest cultural and shopping hot spots.
We put Lady Gaga on the rooftop for a secret gig, had One Direction busking outside Waitrose, battled fashion trends in ‘style wars’ with the characters of Star Wars, sent Joe Wicks on a dinner date with Miss Piggy for London Food Week and hosted the world’s first robot reading during school holls. A decade of cultural moments giving Westfield icon status as a top destination for entertainment, fashion and food in London.
Westfield is essentially a big glossy white box full of fun. We created a brand-world which payed homage to that idea and allowed for consistency no matter if the marketing moment was fashion, food or entertainment. All living under the ‘Destination Westfield’ brand platform.
