Tech brands launch pop-up stores at Westfield

Westfield is to host a series of new pop-up experiences created by tech brands including HP, Samsung and Intel Evo.

As children and students prepare to head back to school and university after the summer break, Westfield London and Westfield Stratford City said the tech companies would be showcasing the latest tech innovations designed to support education and gamify learning experiences.

HP has teamed up with AMD to host a new pop-up in the Atrium at Westfield London, which will be in place for the next two weeks.

The pop-up features the HP x AMD Back to School and Gaming range which includes the latest Omen and Victus laptops and desktops.

The HP pop-up includes a mix of gaming zones for shoppers to experience a range of different activities including a creative studio where shoppers can design their own tote bag using innovative digital tools.

Shoppers also have the opportunity to learn more about HP products by creating a personal wish list via a QR code.

Samsung's latest experience showcases its latest generation of phones including the new Galaxy Z Flip4 and Galaxy Z Fold4 phones, over a number of weeks at Westfield London, with a pop-up at Westfield Stratford also taking place during the last weekend of August.

Intel Evo also launched a new experience at Westfield London earlier in August showcasing its latest generation of laptops.

Shoppers were able to test out the laptops and engage with a virtual game.

Intel Evo will be bringing the pop-up to Westfield Stratford this weekend from the 26th-29th August.

Grace Charge, head of brand experience and partnerships for Europe, at Unibail-Rodamco-Westfield, said: “It’s brilliant to once again be hosting a range of global tech brands and support them in bringing these immersive, engaging and relevant pop-up experiences to life at our Westfield centres.

“With the beginning of the school year right around the corner, it’s the perfect opportunity for brands to reach new students and help them find the best new products."

She added: "Westfield provides an avid audience for brands to engage with, along with a high dwell time and high basket spend, making the centres the perfect destinations for brands to reach new customers.”

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