Situ Live: A Revolutionary New Retail Experience @ Westfield

Situ Live are proud to debut their immersive new consumer experience, which reimagines the classic retail model. Doors open this autumn, at Westfield London.

Situ Live provides a one-of-a-kind experience-led journey, – which combines product discovery, innovation, theatre, and demonstrations: with a smooth, hassle-free route to purchase.

The new store opening promises to be packed with products designed to inspire your everyday, across a series of specially-curated, themed-theatres (brought to life by live storytelling). Spanning 7,500 square feet of dynamic, experiential space in Europe’s largest shopping centre, it’s an innovation destination like no other.

Visitors can explore the latest devices from a selection of cutting-edge brands, in action, and try them before they buy. The venue will be situated opposite the soon-to-open Apple store in Westfield London’s newly established ‘Innovation Alley.’

Situ Live is on a mission to turn the traditional retail model on its head, by focusing on discovery and exploration, – supported by a seamless, digital path to purchase. Visitors will be taken on an interactive journey of discovery through vibrant theatres that will constantly evolve. Content is curated around current trends and solving problems people grapple with in real life, such as getting fit, sleeping better or being more productive.

The venue’s approachable and knowledgeable team are then able to suggest relevant products as the solution, whilst offering expert advice. This thoughtful and meaningful approach to retail is further strengthened by live performances with fully functioning products, so guests can get a genuine idea of how they work, and how they will improve their daily lives.

As well as a fully-working kitchen (complete with delicious food and drink to try), in store, you’ll also find a connected lounge, a home gym fitness zone, relaxation areas for sleep and wellbeing, mobile working inspiration, adventures in transport and travel, hands-on gaming, and education technology. 

Visitors’ voyage of discovery also includes the exclusive opportunity to interact with Maserati’s MC20 super sports car, and experience the Oculus Quest 2 all-in-one VR headset in its own dedicated space. A central stage with seating will also play host to an exciting calendar of live performances, guest appearances, and workshops to be announced.

With no tills and no pushy salespeople, Situ Live takes retail into a new era.

If visitors find something they like, they can simply scan a QR code, save it to their Situ Live favourites list, and decide whether to buy it online on their own terms in their own time, and compare prices as they go. This fresh new approach to physical retail puts the power back into the hands of the consumer, meaning that shoppers can discover, touch, and feel products in real life, whilst benefitting from the ease and choice of online shopping in their own way.

From launch, Situ Live will work with 75 of the world’s leading innovation brands, including Bosch, Lutron, Maserati, NordicTrack, Oculus, and Opera Beds. The comprehensive line-up of life-changing products comprises further famous names, such as Anthony Mullan, Artemide, Bang & Olufsen, BoConcept, Epson, Facebook, Fitbit, Philips, Sage, Sonos, and Tefal.

Warren Richmond, Situ Live’s CEO, said: “Put simply, the retail landscape needs to be transformed, and that is what we are doing with the launch of Situ Live. Both the retail and events industries have been hit hard by the pandemic, but if 2020 taught us anything, it’s the value of human connection, and social experiences.”

“We believe that in the post-pandemic world, people are looking to retail, leisure and event experiences to create unique and lasting memories, – which makes now the perfect time to launch Situ Live. Retail needs reinvigorating, as endless rows of boxes on shelves are boring. Instead, retail has to redefine its role, and develop a new purpose to capture the hearts and minds of modern-day consumers,” he added.

Situ Live means ‘retail reimagined.’ Situ Live partners with brands to help them deliver personalised experiences that showcases their products, generates demand, and enables a connected customer journey: a new physical and digital shopping format that blends the editorial strength of lifestyle magazines, with the sensory energy of live events. Their world-class editorial team will curate, and cover the best products, and lifestyle themes that matters to people.

“Situ Live will be the ONLY venue in the retail landscape to encourage you to buy from other retailers. Our aim is to continuously pioneer retail firsts, with brands and shoppers at the heart of what we do, and place the UK back on the global map for simple retail excellence and business model innovation,” said Warren.

Over the last 20 years, Warren Richmond established the UK’s leading field marketing agency and a Times 100 Best Company to work for, Retail Marketing Group. During this time, he worked with world-class companies, such as LG, PlayStation, and Adobe, – helping them reach and engage with new audiences.

He saw first-hand, – the problems that brands have when it comes to showcasing innovation products through traditional retail and ecommerce channels, so he created Situ Live to shake up the high street. The business launched in 2016.

Additional Situ Live venues are planned for 2022. Find out more here: