Westfield London launches The Trending Store

LONDON — Shopping center Westfield London will open the U.K.’s first data-driven retailer, called The Trending Store from July 3 to 7.

As its name suggests, the store will only sell trending online products, which have been selected through the store’s AI machine learning, and in partnership with Nextatlas, a trend forecasting company.

“We know that the U.K. is shopping online, but we’re also seeing and hearing from consumers that they crave the human factor that shopping in person provides, the ability to touch, feel, try and seek advice,” said Myf Ryan, chief marketing officer for Europe and group director of brand and strategic marketing for Unibail-Rodamco-Westfield.

“The Trending Store provides the best of both worlds via a unique shopping experience, one that we believe represents shopping in the future,” she said.

The store will be powered by live data and stock up to 100 trending items across clothing, footwear and accessories, and there will be five mainstay trend categories with one “trending of the day” category that will change on a daily basis.

Some of the featured trends include Romantic Heroines, voluminous floral dresses, Dystopian Fashionistas, military-style apparel, and Design Therapy, clothes in lily white, pale pink and light blue. These trends will be displayed on digital screens that the trend’s data as well as visual inspiration corresponding to the trends.

Nextatlas’ AI technology will gather and identify what people are wearing online, collate this information into trends and feed data to merchandisers who will then outfit and rotate stock accordingly.

“The Trending Store is revolutionizing store management by using Nextatlas’ platform to make stores a destination of data science rather than a source of it. It’s a pioneering example of how AI will be relevant for customers as well as a way to make stores more effective in generating enhanced customer experience,” said Mario Coletti, managing director at Nextatlas.