Big-name tech brands launch new pop-up experiences at Westfield

Westfield London and Westfield Stratford City are hosting a range of pop-up experiences from global tech brands including HP, Samsung and Intel, showcasing their latest innovations.

HP has partnered with AMD to host a new pop-up in the atrium at Westfield London, running for the next two weeks. The initiative will highlight the HP x AMD back to school and gaming range, which features the latest Omen and Victus laptops and desktops.

Shoppers can enjoy a mix of gaming zones, a creative studio where they can design their own tote bag and several interactive video games where they can compete to win a series of prizes including £250 vouchers.

The experience will also feature a ‘Sustainability Tank’ showcasing the brand’s credentials with an ocean inspired theme, while customers can learn more about HP products by creating a personal wish list via a QR code where they can purchase items.

READ MORE: Identity crisis: is Ocado a tech company or a retailer?

Samsung’s latest experience will showcase its new Galaxy Z Flip4 and Galaxy Z Fold4 phones over a number of weeks at Westfield London, with a pop-up at Westfield Stratford also taking place during the last weekend of August. Visitors will be able to experience the innovative flip and fold mobile technologies in-person.

Intel Evo also launched a new experience at Westfield London earlier in August showcasing its latest generation of laptops.

Consumers were given free rein to test out the laptops and engage with a virtual game to see next-gen graphics come to life on screen. Intel Evo will be bringing the pop-up to Westfield Stratford this weekend, 26-29 August.

“It’s brilliant to once again be hosting a range of global tech brands and support them in bringing these immersive, engaging and relevant pop-up experiences to life at our Westfield centres,” Unibail-Rodamco-Westfield head of brand experience and partnerships Europe Grace Charge said.

“With the beginning of the school year right around the corner, it’s the perfect opportunity for brands to reach new students and help them find the best new products.

“Westfield provides an avid audience for brands to engage with, along with a high dwell time and high basket spend, making the centres the perfect destinations for brands to reach new customers.”

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