THE RUNDOWN

The Westfield Corporation plans to make its malls into destination locations for lifestyle entertainment, music, restaurants, movies, all-around family fun and retail. In competition with the internet, shopping malls have to be innovative and creative. Music Cube is a unique and original take on a live music event that, to our knowledge, has never been done before to this level. Video Clip click on the G+ at the bottom of the screen

THE GOALS 

• The Music Cube is a soundproof structure within which bands will be able to play.  • With large glazing panels to all faces and a glazed roof, the performer will be on show from all angles and thus create the excitement of a live gig but without the noise. •  Westfield collaborated to book some artists. Alvin Douglas also strategically negotiated brand partnership opportunities for the Cube when it was not in use for live performances.

THE APPROACH

• Audio Partner Sennheiser to provide and ensure the kit we have is the best available • 400 customers can apply online to receive a free ticket to become part of an exclusive audience. • The rest of the shopping mall and also the world can listen and or watch the live stream via their phones or tablets. Artists and bands from both major and independent labels, and KISS FM UK DJs, performed in a custom-built soundproof glass cube, complete with LED surround, and fans will be tuned in through Sennheiser Momentum headphones where members of the public could tune in to the free live performances via wireless Sennheiser headphones, and the Cube was equipped with a vibrating floor system, enabling them to experience the bass.

• Marketing collateral includes the Shopping Centre, i.e. door decals, lift lobbies and malls, digital escalator panels on the London Underground, digital screens in the shopping Centre.

THE RESULTS

• Broader Implications:
The Music Cube represents a microcosm of retail evolution from product-centric commerce toward experience-centric destination development. As digital commerce continues capturing transactional retail share, physical spaces must deliver irreplaceable experiential value—sensory richness, social connection, cultural engagement, emotional resonance—justifying the time, effort, and opportunity cost of physical visitation.

Future Trajectory:
Building upon the Music Cube’s success, forward-thinking retail organisations will continue exploring innovative programming integrating entertainment, education, wellness, and cultural activities within commercial environments. The boundary between shopping centres and cultural institutions will increasingly blur as retail properties position themselves as community gathering spaces, enriching daily life beyond material consumption.

The Music Cube initiative exemplifies the creative problem-solving, technological sophistication, and human-centred design philosophy required for retail success in an era demanding experiential differentiation and authentic human connection.

• The line-up for both events included  Grammy Award winner Foxes, former ‘X-Factor’ star Rebecca Ferguson, Dionne Bromfield, Stooshe, Oritse, Corey Fox-Fardell, Conor Maynard, Wretch 32, Saint Raymond and Jess Glynne.