The shopping mall group hopes the Stratford opening and launch campaign “Where East meets Westfield”, created by Yellowdoor, will push the boundaries of traditional shopping centre marketing and establish the Westfield brand within the fashion world.
The print ads were photographed by Miles Aldridge, who has appeared in Vogue, Wallpaper and GQ and the TV ad spots have been created by London based director, Fatima, who has previously shot music videos for Madonna and cosmetic brands GHD, Max Factor and Rimmel.
The 1.9m sqft shopping mall, which is the “Gateway to the Olympics” and will overtake Westfield’s West London mall as Europe’s largest shopping centre, opens on 13 September.
It will be home to more than 300 fashion, lifestyle and food brands including designer brands Hugo Boss and Lacoste, high street brands Reiss and Forever 21, as well as its three anchor stores John Lewis, Marks & Spencer and Waitrose.
The launch campaign deliberately avoids any reference to the Olympics, instead focusing on the sophisticated fashion, entertainment and food brands with the Westfield mall alongside promoting a “vibrant flavour of East London”.
Westfield is currently running teaser campaign counting down until the 12 September opening when a full TV, outdoor and press campaign will launch.