As series of innovative events took place to mark the launch of London’s newest shopping complex recently. Located at White City, near Shepherd’s Bush in the west of the capital, Westfield London is a stunning £1.7 billion shopping destination, mixing high-street stores with designer and luxury brands.

Rather than organising a single launch event when the precinct officially opened on 30 October, a number of experiences were run. First up was the official launch, opened by London Mayor Boris Johnson, which too place on 30 October at 10.30am. In addition to enjoying a high-end fashion and music experience, attendees of the official launch were given the chance to view the current work of undergraduates at the London College of Fashion, the Royal College of Art and seven other fashion colleges in London and the South East of England.

Shoppers were given further opportunities to experience a version of the launch in the afternoon and evening of 30 October, and then three times daily on the 31 October and 1 and 2 November. The new shopping centre also hosted emerging talent showcases during the evenings of 30 October through to 1 November.

“Westfield’s decision to create a spectacular live experience is testament to the power of experiential marketing to connect with and engage consumers even in more difficult economic times,” said Julian Pullan, managing director of Jack Morton Worldwide, the agency that created and ran the events. “We were delighted to be a part of the launch of this very exciting development which sets a new benchmark for retail and leisure destinations.”