Press release

First European pop-up store with artificial intelligence in Westfield London

• “The Trending Store” with AI-selected trend products to try on and buy
• Proceeds going to child aid organisation Save the Children

European premiere in Westfield London: the first so-called pop-up store with artificial intelligence has been opened in Europe’s largest shopping centre. “The Trending Store” searches the internet for the latest fashion trends with the aid of various algorithms and offers the results to try on and buy. It is thus the first retail outlet in Europe with such close dovetailing of the online and offline worlds. “The Trending Store” is open for one week through to 7 July. The proceeds are going to the child aid organisation “Save the Children”, the donation partner of the shopping centre.

Westfield London is thus once again demonstrating its innovation leadership and setting standards when it comes to future shopping experiences.

Katharina von Schacky, Global Head of Shopping at Commerz Real.

“Although everybody today can follow the latest fashion trends online in real time as it were, for example by following influencers, this is just as time-consuming as trying on products and possibly returning them. This is the starting point for the Trending Store concept, and makes life very easy for consumers. This is the way forward,” adds von Schacky. “The Trending Store” was developed in the research department and trend platform of Westfield, “How We Shop”, in cooperation with Nextatlas, a software service platform, which scouts and analyses trends for brands.

50 per cent of Westfield London is part of the portfolio of the Commerz Real open-ended real estate fund hausInvest; the centre celebrated its tenth anniversary in 2018. Since it was opened it has seen approx. 250 million visitors, increased the visitor frequency by 21 per cent, and attained retail sales of more than 8.6 billion pounds. Following an extensive expansion, which was completed in 2018, it is now Europe’s largest shopping centre with a total of 240,000 square metres of retail areas, 450 stores and some 5,500 parking spaces.