Situ Live reimagines retail with ‘discovery warehouse’ for shoppers to improve their lives

Business

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Westfield London, Europe’s largest shopping centre, is the debut venue or “discovery playhouse”. Here products designed to inspire and improve everyday activities from cooking and fitness to sleeping and being more productive are spread across a series of specially curated, themed stages regularly updated, brought to life by live storytelling.

Visitors can explore the latest devices from a selection of cutting-edge brands and try before they buy in Situ Live, set in Westfield’s ‘Innovation Alley’ opposite Apple’s store.

Content is curated around current trends and solving problems people grapple with in real life with the venue’s expert team suggesting ways to help and solutions.

Live product demos give guests a genuine idea of how they work and the improvements they are capable of. 

Situ Live’s chief executive Warren Richmond, explains: “The retail landscape needs to be transformed and that is what we are doing. 

“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. 

 “Retail needs reinvigorating as endless rows of boxes on shelves are boring. Instead, retail must redefine its role and develop a new purpose to capture the hearts and minds of modern-day consumers. With this new purpose comes change and the development of a new commercial model. 

“Brands need to provide a space for consumers to understand how products work and how they may fit into their lives, while giving them the choice of where, when and how to buy the product. 

“However traditional retail makes creating a space like this cost prohibitive for many brands. With Situ Live we remove those barriers by fundamentally changing the commercial retail model.”

“Situ Live encourages you to buy from other retailers. Our aim is to continuously pioneer retail firsts, with brands and shoppers at the heart of what we do and place the UK back on the global map for simple retail excellence and business 

Creative agency Bearded Kitten is handling the staging which includes a working kitchen, complete with delicious samples, 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. 

There is also a chance to interact with Maserati’s MC20 super sports car and experience the Oculus Quest 2 all-in-one VR headset in its own dedicated space. A central stage with seating will also host events. 

If visitors find something they like, they scan a QR code, save it 

to their Situ Live favourites list, and decide whether to buy online in their own time, comparing prices as they go. 

 Leading brands the company is working with include Bosch, Lutron, Maserati, NordicTrack, Oculus, and Opera Beds as well as featuring products from 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 sustainable gym kit. 

Richmond adds: “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 shopping this year and beyond.” 

Thanks to a partnership with SafePrem® Solutions, the venue employs several state-of-the-art technologies, such as ionisation to cleanse the air, plus electrostatic cleaning across all products and surfaces. 

Additional Situ Live venues are planned for 2022. For more information, visit the Situ Live website, or connect via Facebook, Twitter, Instagram, and LinkedIn.

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