Westfield Rise, the in-house retail media agency of Unibail-Rodamco-Westfield, has partnered with leading beauty brands Glossier and Space NK, and New York City’s iconic Magnolia Bakery, to bring its world famous banana pudding to the UK for the very first time.
The activation is to celebrate the exclusive launch of Glossier’s new limited edition Banana Pudding Balm Dotcom at Space NK. It has taken over Westfield London’s North Atrium for a week – until Thursday July 31. When visitors purchase the new lip balm they will receive a free serving of the famed sweet treat – filled with fresh bananas, vanilla wafers and fluffing vanilla pudding – before being invited to try them out in a private NYC-inspired garden.
Mel Lalou, director of Westfield Rise, Northern Europe, said: “We’re thrilled to provide the ideal location for Magnolia Bakery to bring their world famous banana pudding to the UK for the first time, offering Glossier and Space NK a playground to physically reach their target audience in a playful way. Westfield London continues to attract iconic brands to house forward-thinking brand experiences, with this partnership being just the latest example.
“According to our latest findings from our How We Shop platform, 43% of Gen Z say they’re more excited to shop when brands offer something fun and unexpected. This standout activation allows customers to get up close and personal with these leading brands, which we know will prime many to go on and purchase. Aligning perfectly with our goal of offering unexpected and engaging retail experiences, we hope this one leaves a tasty lasting impression.”
Westfield London has a 95% conversion rate – meaning 95% of people who visit the centres go on to buy at least one item and with an average spend of £128, so it is the ideal location for brands to showcase their new products to an engaged audience who is already in the mindset to buy. The North Atrium is said to provide unmatched visibility in centre and engagement in a high footfall environment.
