Cake lands brief to launch Westfield Stratford City shopping centre

Westfield Stratford City, the east London shopping centre opening in September 2011, has called in Cake to handle its launch event.

Under construction: Westfield Stratford City
Under construction: Westfield Stratford City
Following an eight-way pitch, Cake, in partnership with creative agency My Beautiful City, won the contract and will begin work immediately.
The agencies have been charged with delivering a launch event idea to boost the profile of the Westfield brand and specifically Westfield Stratford City to the forefront of London’s fashion and leisure scene.
At 1.9 million sq ft, Westfield Stratford City will be the largest urban shopping centre in Europe and the prestigious gateway to London’s Olympic Park.
Myf Ryan, the general manager of marketing in the UK, said: ‘For launch it will be critical that all our communications channels reflect key undercurrents of fashion, music, art and a sense east London.’
As part of its opening Westfield Stratford City will launch Studio East, a cultural initiative to identify and support emerging talent.
Westfield’s owners claim that London and the south east corridor is undersupplied with retail space per head. The new Westfield centre will benefit from catchment of 4.1 million people with an average weighted spend of £3.24bn and the area's extensive transport links.

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