Westfield’s FutureFashion event does what it says on the tin; and believe me, with this attraction you really do get the whole package. From five 103-inch LCD touch-screens, to fashion cubes displaying the latest SS12 trends, to a 3D catwalk show, FutureFashion is part exhibition, part interactive experience and part social media sensation.
Situated in the Atrium of Westfield London, the exhibits are unmissable with their bold styling and bright neon lighting. Each exhibit shows off a key trend for SS12, with every look being allocated to its own pod – a glass cube which has been customised (along with the mannequins inside it) to embody the trend it represents. These include a 5-foot-high pile of jeans in the Denim pod, cute pink afros on the mannequins in the Candyfloss cube and sand mixed in with tropical plants in the Tribal section. What’s more, the clothes worn by the mannequins in each pod are all available to buy in a variety of stores throughout Westfield. This in itself is a stroke of genius: unlike looking in a shop window, which only displays the clothes available in that specific store, the fashion pods mix and match Topshop with Zara, Kurt Geiger with H&M, to give shoppers a truly representative idea of what is available in Westfield.
As if that weren’t impressive enough, FutureFashion pulls out all the stops with a 3D fashion show. Seating 15 at a time, the show has an intimate and exclusive feel to it, and uses the latest in 3D technology to bring a virtual catwalk to customers. As with the pods, the clothes worn by the models are from a range of retailers throughout Westfield and not just restricted to one brand. Upon exiting the show, look-books containing information about all the models’ outfits are readily available, so one can see exactly how to recreate each look, and where to go in order to do so.
The 103-inch LCD touch-screens are equally impressive and particularly futuristic. These allow visitors to select an SS12 trend and create a moodboard that includes tops, trousers, dresses, shoes and handbags galore. The power is in your hands to style your own looks and outfits, and once you’re done you can email yourself the finished product, which includes a list of shops and prices that correspond with your chosen pieces. In addition, it’s possible to tweet your creation, or upload it to Facebook: a clever way of utilising social media to spread the word and show off your creativity.
It really is a fashionista’s dream…
Moving away from the digital world, the FutureFashion event also offers some wholesome R&R, with manicures, massages and mocktails a-plenty. It really is a fashionista’s dream, and perfect for a fun day out with the girls.
Running from 4-9 April at Westfield in Stratford, FutureFashion is well worth a visit. It adds a whole new dimension (literally!) to one’s shopping experience… So catch it while you can!