Ocean Outdoor and Westfield London are combining media assets to transform the leisure and retail destination into a premium show space during London Fashion Week, featuring six different interactive spaces.
The W12 take over includes a chance for brands to connect and interact directly with shoppers using the technical capability of the Wall @ Westfield and the Eat Street screens to upload real time content.
Campaigns can be integrated with social media and mobile activity, or broadcast the streaming of live video content and commentary from all the main catwalk shows as they happen.
“Westfield is a premium destination for shoppers who are in the mindset to explore new ideas from the very best of international fashion and design,” says Ocean Outdoor Account Director Catherine Morgan.
“We plan to create a touch of the red carpet treatment for them, using the area as a space to celebrate the style and energy of London Fashion Week and offering a taste of the latest contemporary designs.”
Four giant vinyl walls will border a red carpet walkway to the entrance of Westfield, with a designated area for experiential activity, such as photo shoots.
Supporting activity on Ocean’s Digi-Bridge and slots on Westfield Point will give advertisers the chance to reach shoppers at every access point.
Featuring the latest collections from more than 50 international designers and labels including Burberry, Mulberry, Tom Ford and Vivienne Westwood, London Fashion Week takes place from February 14 – 182014.