Shoppers will be able to watch, 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's key fashion ‘talking points’ of the season, such as 'How can we use technology to help make people feel even happier when they’re shopping?'
Working through the night, the teams will be mentored by leading industry influencers from the likes of ASOS, My Flash Trash, Twitter and Google.
They will then present their solutions to a panel of judges including British Fashion Council’s Caroline Rush and Samsung’s Lee Epting.
The winning team will be flown to San Francisco, where they will meet with Westfield Labs’ global chief officer Kevin McKenzie to present their innovation.
Myf Ryan, Westfield marketing director UK and Europe, said: "Traditionally, technology advancements are for those ‘in-the-know’. The 24-hour Hackathon at Westfield London not only lifts the lid on the tech community but encourages shoppers to actually get involved."
The event will also showcase advancements in wearable technologies, virtual reality and interactive tech including Google Glass and NEXBand, 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.
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