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Westfield London to Debut New Digital-Physical Retail Concept: Situ Live

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U.K. shopping center Westfield London will launch a new experiential retail concept — Situ Live — in spring 2021, providing a showcase for a host of innovative products presented live across six lifestyle theaters.

The hybrid experience blends physical and digital retail. Shoppers can compare products in detail before deciding to discover more, or move to purchase directly from the manufacturer simply by scanning a QR code. Additionally, the Westfield store will have two VR experience lounges where consumers can try out Facebook’s Oculus Quest 2 VR tech as part of the launch.

The new format “blends the editorial strength of lifestyle magazines with the sensory energy of live events,” according to a release. The Situ Live editorial team’s mandate is to curate and cover the best products and latest lifestyle themes that resonate with consumers.

The first venue —which includes launch partners Maserati, Lutron and Facebook, with additional brands yet to be announced — will feature live theatrics and storytelling performances across six curated arenas: “Fitness & Wellbeing,” “Connected Home,” “Nutrition Kitchen,” “Entertainment,” “Home & Mobile Working” and “On The Move.”

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“We’ve done a lot of research into what consumers want from a physical and digital shopping experience,” said Warren Richmond, Founder and CEO of Situ Live in a statement. “Situ Live will be the destination for people who want to discover and experience products as they would in real life, and then speak to knowledgeable experts who listen and recommend products that improve their lives.”

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