Jack Morton works on Westfield spaces

Jack Morton Worldwide is designing a series of interior spaces for the  Westfield London shopping centre.

The consultancy has worked with Westfield as its chosen creative group since the centre’s opening in October 2008.

Briefed to devise an interior design which can help stores engage customers through ‘brand entertainment’, the consultancy created a vacation-themed event, Shimmer 09, to capture more summer footfall.

Retailers will operate from beach huts in the centre’s atrium space, and a beach bar has also been designed to display selected food and drink produce.

A bandstand has been created for pop acts, set to play on Thursday evenings, and a children’s play area has been designed to attract all age groups.

The beach huts have been designed with some flexibility, according to Rebecca Amey, account director at Jack Morton Worldwide. ‘They should be able to be transformed for future displays,’ she says.

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