Set to run across two weekends—Saturday 12th-Sunday 13th October and Saturday 19th-Sunday 20th October at Westfield London and Westfield Stratford City—Stylecade will offer visitors a unique blend of high fashion, playful arcade-style experiences, basketball shootouts and 3D-printed jewellery stations.
The event draws on Westfield’s forthcoming How We Shop report, which reveals a growing demand for retail experiences that blend entertainment and shopping. The report highlights that 76% of Brits are eager for immersive, playful experiences, while over half of Londoners are captivated by innovations like AI, AR and gamification. Play-I, a new art installation at Stylecade, is designed to meet these expectations, offering visitors a gamified artistic experience that transforms everyday shopping into something imaginative.
“Play-I” at Westfield London, Curated by Anaïs Gallagher
Curated by photographer and model Anaïs Gallagher, Play-I is a pioneering AI-powered art installation designed to spark creativity and imagination as visitors explore Westfield London. Drawing inspiration from instruction-based art but with a modern AI twist, Play-I invites visitors to simply press a button to receive a unique art mission, printed on the spot and featuring Anaïs Gallagher’s signature. Each mission—crafted around fashion, beauty, and self-expression—encourages shoppers to interact with their surroundings in a playful and thoughtful way. For example:
· Invisible Crown: “Imagine a crown on your head that only you can see and wear it with quiet grace as you move through your day.”
· Colourful Confidence: “Stand in front of a vibrant store display and absorb the colours, imagining them infusing you with energy and confidence.”
The personalised prompts inspire you to engage with your environment in creative ways, ensuring each visitor leaves with an experience—and an art mission—completely unique to them.
Anaïs Gallagher said: “Curating Play-I’s art prompts with Westfield has been an exciting way to combine my love for art and fashion—transforming an ordinary shopping trip into a fun, interactive experience. Play-I brings creativity to the forefront, which aligns with Westfield’s How We Shop report showing three in four Brits want more of this. The prompts I chose reflect my passion for self-expression through style and beauty.”
