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The future of retail is full of opportunities, and we are excited to be shaping it. From July 3rd to 7th, Westfield London is hosting the Trending Store, an AI-powered boutique stocking fashion-forward looks based on what’s trending across social media in real time.



As the worlds of online and offline retail blend and inspire each other further, Unibail-Rodamco-Westfield is thinking ahead with a one-of-a-kind concept. The Trending Store brings together the smart trending intel of online shopping and fashion influence with the “IRL” human interaction of traditional shopping, for the very first time.

We have partnered with AI trend experts NextAtlas to create this unique store. Via the power of machine learning, NextAtlas is able to predict the biggest breaking trends before they happen by monitoring over three billion data points from over 400,000 “trend innovators” globally by analysing both visual and text content from social media sources. This trend data is then fed to a team of stylists, who will be sourcing items on demand from a mix of Westfield London retailers, including Topshop, Reiss, Whistles, Lindex and Stuart Weitzman, to feature in the Trending Store. Upon entering the hi-tech store customers will be greeted by Ultra HD screens showcasing live trend data and visual inspiration, from the colours to shop in that trend to the hashtags that accompany the trend on social media.



“At Westfield centres we aim to bring the newest concepts, first to the market brands and best experiences to our customers. Through our How We Shop research platform we know that shoppers increasingly want to experience both online and offline retail in a seamless journey. Online, shoppers are inspired by influencers and used to being guided by AI, with products served to them based on their behaviour. Usually this guidance does not translate to a physical retail space. However, working with NextAtlas data analysts, we are able to bring our shoppers products that are trending in real time - a true reflection of social conversation brought to life in a physical space.”

Myf Ryan, CMO Europe and Group Director of Brand and Strategic Marketing,
Unibail-Rodamco-Westfield



All proceeds from the store will be going to Save the Children, Westfield London’s charity partner. The store also features a “Trending Vending Prize Machine” where customers can tap to donate £5/£10/£20 to Save the Children in return for a top trending prize valued up to £100.

As part of our CSR strategy Better Places 2030 100% of our shopping centres worldwide work in collaboration with local charities and public partners to promote their social and environmental activities. This new initiative marks the 10th anniversary of Westfield London’s long-standing relationship with Save The Children.