Theatrical retail to launch at Westfield in Spring

Situ Live, a new experiential retail concept, is planning to launch at Westfield London, Shepherd's Bush, in “spring 2021”, showcasing top brands.

The venue will feature “live theatrics and storytelling performances” across six curated arenas, including Fitness & Wellbeing, Connected Home, Nutrition Kitchen, Entertainment, Home & Mobile Working and On The Move.

“This bold new approach to physical retail will allow consumers to connect with brands in more personal ways than ever before, picking products suited to their lifestyle complemented by personalised advice from our knowledgeable team,” said Situ Live.

Situ Live shoppers will be able to inspect products before deciding whether to discover more or purchase direct from the manufacturer by scanning a QR code.

The “hybrid experience” hopes to “radically shake up the current bland and boring in-store offering” said Situ Live, that has “befallen many retailers, where stock is crudely stacked up on shelves and demo devices are rarely switched on or configured correctly”.

Supercar brand Maserati, lighting controls firm Lutron and the Facebook virtual reality Oculus unit have signed up as launch partners, with further brands to be announced.

Warren Richmond, founder and CEO of Situ Live, said: “Consumers have told us they want to browse and be inspired on the High Street and then purchase online - our digital platform makes it easy to compare complex product specifications and then consider a purchase.”

Peter Charters, general manager for the UK and Northern Europe at Maserati, said: “Situ Live is an exciting way to introduce more people to the Maserati brand. With our innovative line-up of the Ghibli Hybrid, Trofeo Collection and our brand new MC20 supercar, we are looking forward to being part of a concept that places Maserati at the heart of the On The Move lifestyle story at Situ Live.”

Nate Hagemeier, senior director of sales for Europe and Africa at Lutron, added: “Consumers get excited when they see Lutron’s lighting and shading control in a live contextual setting. Today’s modern consumers want more from a retail experience than just boxed products on shelves.”

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