BVD Packaging design Candyking's Premiyum

The new shopping centre Westfield in west London
was another highlight of the trip. The lavishly fitted out shopping destination is Londoners’ first proper central shopping centre containing more than 250 shops and some 50 restaurants and cafés. Here they have focused on service: there are information booths every-
where, naturally there are cloakrooms and a concierge service and hands-free shopping means that the cus-
tomers do not need to carry their purchases around
with them, but pick them up from a service desk when they have finished shopping.

Architecture and design are also important ingredients, adding to Westfield’s attraction. An undulating glass roof and a white interior design throughout create a modern and fresh impression, including such things as iPod-like information signs. The shops have been given relatively free rein for the design of their 8-metre-high shop windows and many of them, such as Timberland, Apple and Hollister have chosen to show their brand on the outside of the façade as well. However, the overall impression is not confusing but gives a sense of reduced standardisation. One interesting element in Westfield is The Village that gathers together the exclusive fashion brands in one particular area of the gallery. Here a different architect has been used who conveys a more luxurious feeling and atmosphere,
due to the generous use of glass, gigantic chandelier lighting installations and a champagne bar. It remains
to be seen how London’s financial crisis will affect this luxury enclave…