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Maserati, FitBit, Bosch, Lutron and Facebook pioneer new physical retail experience that aims to ‘reinvent shopping’

Situ Live: reinventing physical retail? (Image: Situ Live)

Maserati, FitBit, Bosch, Sage, Lutron and Facebook are all taking part in a trial of a new immersive shopper experience which goes live at Westfield London this Spring.

As shops re-open across the UK, many have wondered what the new-look physical retail environment may look like in the Covid-age – and this week, Situ Live, a new to market experiential retail concept, aims to show shoppers what that may look like.

The first venue will feature live theatrics and storytelling performances across six curated arenas, including ‘Fitness & Wellbeing’, ‘Connected Home’, ‘Nutrition Kitchen’, ‘Entertainment’, ‘Home & Mobile Working’ and ‘On The Move’.

This new approach to physical retail will allow consumers to connect with brands in more personal ways than ever before, picking products suited to their lifestyle, complemented by personalised advice from Situ Live’s knowledgeable team.  

Situ Live shoppers will be able to compare products in ever closer detail, before deciding whether to discover more or purchase direct from the manufacturer simply by scanning a QR code.

The hybrid experience hopes to radically shake up the current bland and boring in-store offering that has befallen many retailers, where stock is crudely stacked up on shelves and demo devices are rarely switched on or configured correctly.

Warren Richmond, founder and CEO of Situ Live explains: “We’ve done a lot of research into what consumers want from a physical and digital shopping experience. Situ Live will be the destination for people who want to discover and experience products as they would in real life and then speak to knowledgeable experts who listen and recommend products that improve their lives.”

He continues: “Consumers have told us they want to browse and be inspired on the high street, and then purchase online. Situ Live allows exactly that, with our digital platform making it easy to compare complex product specifications and then consider a purchase at their own pace.”

He adds: “We’re also very excited to partner with Facebook, Lutron and Maserati amongst other world class brands,” adds Richmond. “Facebook are considered global leaders for VR technology and Situ Live’s Westfield store will have two VR experience lounges. Maserati is one of the world’s most iconic car brands with a rich history of innovation. Lutron is a leader in connected lighting controls and automated shading solutions and will introduce our visitors to a whole new world of smart home possibilities.”

Discussing Situ Live’s ‘buy from the brand’ QR code system, Richmond says: “This is really important because after we have excited and inspired shoppers, we can walk them through the purchase journey and complete the sale on behalf of our brand partners.” 

Simon Storey, EMEA Channel Marketing at Facebook, says: “We’re excited people will have the chance to try the Oculus Quest 2 as part of Situ Live’s new retail revival. Experiencing VR rather than just reading about what it can do makes such a difference, so we’re pleased our products will feature as part of the launch.”

Peter Charters, General Manager UK & Northern Europe at Maserati, comments: “Situ Live is an exciting way to introduce more people to the Maserati brand. With our innovative lineup of the Ghibli Hybrid, Trofeo Collection and our brand new MC20 supercar, we are looking forward to being part of a concept that places Maserati at the heart of the ‘On The Move’ lifestyle story at Situ Live.”

Nate Hagemeier, Senior Director of Sales Europe & Africa at Lutron, adds: “Consumers get excited when they see Lutron’s lighting and shading control in a live contextual setting. Today’s modern consumers want more from a retail experience than just boxed products on shelves and Situ Live is leading that change with the launch of their first venue in Westfield London.” 

The launch will take place at Westfield London in Shepherd’s Bush. The UK’s leading shopping centre (CACI UK Retail Rankings) attracts 27m visits-per-year and generates more than £1bn in revenue from a wide catchment area across London and the Home Counties. 

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