When I was a kid the local shopping centre was Westfield Figtree (And yes – I actualy lived in a suburb called Figtree – the original settlers named it after the many…erm, fig trees). It was a bit dingy, had 70s brown glazed tiles, and no shops that a cool 12 year old wanted to hang out at.
Now Westfield has expanded into a global empire. They owned the shopping complex at the base of the World Trade Centre. I felt a bit of pride when I saw them on Michigan Avenue in Chicago. But now with Westfield London, I’ve got to say, wow Westfield, you’ve come a long way baby!
The ad though left me feeling a bit squeamish. What is the general consumer mood right now? We are in the middle of an economic crisis, and there is a growing awareness that we simply cannot support our current consumption – economically and environmentally. The ad felt a bit ‘let them eat cake’ – slighlty out of step and maybe even a little doomed. I cannot fault the production or the underlying positioning – it is breathtakingly gorgeous – but the timing seems exceptionally bad.
Keen to hear any thoughts from people who are reading in London as to how this centre is being received.
later: just found link here with some quite frank views on the development