Westfield Shopping Centre is to partner with Decoded Fashion to celebrate the launch of the AW14 season with a 24 hour public 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, 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, Westfield’s UK & Europe MArketing Director said: "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, he Founder of Decoded Fashion added: "We’ll also 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.”