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Westfield Future Fashion: 24 Hour Hack

1st September 2014 Print

To celebrate the launch of Westfield Autumn Winter 2014, Westfield London is partnering with Decoded Fashion to host the first public 24 hour Fashion Hackathon. 

Over the Future Fashion: 24 Hour Hack weekend of Saturday 20th and Sunday 21st September, shoppers will not only be able to watch but interact and influence teams of Europe’s best and brightest tech pioneers all competing to create a new way of enhancing the consumer experience for fashion and retail brands in Westfield. 

The teams will be briefed to answer one of Autumn/Winter 2014 key fashion ‘talking points’ of the season: 

What is perfection? 

How can we use technology to help shoppers find the perfect item for them?

Does fashion make you happy?

How can we use technology to help make people feel even happier when they’re shopping?

Less is more / more is more

How can we use technology to help consumers make the right beauty choices?

The teams, who will work through the night, will be mentored by leading industry influencers from the likes of ASOS, MyFlashTrash, Twitter and Google. Teams will then present their solutions to a panel of judges at the intersection of fashion, retail and innovation including British Fashion Council’s Caroline Rush and Samsung’s Lee Epting. The winning team will then be flown to San Francisco, where they will meet with Westfield Labs’ Global Chief Officer Kevin McKenzie to present their innovation.

Myf Ryan, Marketing Director – UK and Europe said: “The way consumers are using technology when shopping is focused on having control and efficiency, with click and collect, self-service tills, reading online reviews and checking prices the most valued technologies. However, recent research carried out by Westfield shows there is also a growing appetite from consumers for technology that inspires and enhances the shopper journey, whether that’s avoiding the need to try things on by using virtual mirrors or making their purchases through e-wallets.” 

We are delighted to be partnering with Decoded Fashion to potentially discover new innovations which respond to these consumer needs. Traditionally, technology advancements are for those ‘in-the-know’ and the 24 hour Hackathon at Westfield London not only ‘lifts the lid’ on the tech community but encourages shoppers to actually get involved.” 

Liz Bacelar, Founder – Decoded Fashion added: “This is the world's first hackathon in a shopping centre, bringing the intersection between fashion and technology alive in front of thousands of weekend shoppers. In this fast-paced challenge, shoppers will have a taste of technological ideation and the speed in which great ideas can come to life.

At the same time, we'll be showcasing some of our favourite advancements in wearable technologies, virtual reality and interactive tech – some of them launched only a few days ago. It’s a weekend of inspiration for participants and audience, a moment to create and learn about the possibilities of improving the consumer experience through the power of new tech.”

What’s On

Wearable Tech

Google Glass (USA) – Famed Google Glass will be hosting interactive demonstrations to shoppers 

CuteCircuit (UK/Italy) - A global leader in interactive fashion, CuteCircuit has introduced many ground-breaking ideas to the fashion world by integrating new beauty and functionality through the use of smart textiles and micro-electronics. They will be showing their brand new collection.

NEXBand (USA) - This yet to be launched device, with pre-orders sold-out in the US, is a wristband that takes virtual, mobile experiences to the real world and back again, giving wearers objects to share, play, and interact with in a physical space. 

QDesigns (USA) – QDesigns, launched on 21st August, is the only device in the world that charges your phone with a simple touch. This beautifully designed bracelet is set to wow shoppers. 

Interactive Tech

Leap Motion (USA) - Shoppers will have the opportunity to experience the award-winning 3D controller that allows users to use their Mac or PC with a wave of a hand!

Displair (Russia) – Launched at CES this year, Displair is a screen made of air.  Imagine "Minority Report" becoming a reality today and images now having scent! 

Fashion 3D (UK/) – Fashion 3D is an innovative augmented reality application that allows people to try on any type of virtual outfit. The devise captures a 3D representation of the user and accurately fits clothes to people as they move. Users at Westfield will be able to virtually try on the season’s must-have coats using this incredible technology. 

Immersive Tech

vRase (UK) - vRase takes virtual reality to a new level, allowing consumers to turn any phone into a virtual reality headset. 

Further industry innovators and customer activations are still to be announced. Visit for a live schedule of events updates.


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