Shopping centre giant Westfield has launched a dining campaign and pop-up experience to remind shoppers that it is a destination for experiences outside of retail.
For The Food Sensation campaign, created by Portas, Westfield partnered with sensory food consultants Condiment Junkie to create an immersive pop-up experience called Tongue Twister.
Through interactive experiments hosted live in Westfield Stratford City and Westfield London, Tongue Twister will demonstrate to visitors how their sense of taste is influenced by what they see, hear and smell.
Visitors will travel through a Willy Wonka-style environment, where they will be shown around four zoned areas to stimulate the taste buds, after which they will be directed towards the 60 plus dining venues on offer within the centre.
Myf Ryan, Westfield’s director of marketing UK and Europe said: “Our food culture has shifted from passive to active and consumers are looking for an experience when they dine. We are really excited to be working with Condiment Junkie on Tongue Twister to curate a sensory food experience that builds on Westfield’s existing offer to awaken and challenge our customers’ senses.
“Understanding how different environments and surrounding factors impact on our dining experience is such an interesting area of study and we are excited to invite our customers to take part in these sensory experiments to find out more.”
The Tongue Twister pop-up will be live alternately in Westfield Stratford City and Westfield London across the last two weekends in February. The entire campaign will be live for six weeks from 19 January.