Westfield Rise, the in-house retail media agency of Unibail-Rodamco-Westfield, has partnered with leading beauty brands Glossier and Space NK, and New York City’s iconic Magnolia Bakery, to bring the sweetest of treats to Westfield London this July.
To celebrate the exclusive launch of Glossier’s new limited edition Banana Pudding Balm Dotcom at Space NK, the beauty brands have teamed up with Magnolia Bakery – a New York institution that shot to fame after appearing on Sex and the City back in 2001 – to bring its world famous banana pudding to the UK for the very first time.
The activation will take over Westfield London’s North Atrium for a week from Thursday 24th to Thursday 31st July. When visitors purchase the new lip balm they will receive a free serving of the famed sweet treat – filled with fresh bananas, vanilla wafers and fluffing vanilla pudding – before being invited to try them out in a private NYC-inspired garden. The garden will be packed with lots of photo moments available for customers to capture social content.
Mel Lalou, director of Westfield Rise, Northern Europe, said: “We’re thrilled to provide the ideal location for Magnolia Bakery to bring their world famous banana pudding to the UK for the first time, offering Glossier and Space NK a playground to physically reach their target audience in a playful way. Westfield London continues to attract iconic brands to house forward-thinking brand experiences, with this partnership being just the latest example.
According to our latest findings from our How We Shop platform, 43% of Gen Z say they’re more excited to shop when brands offer something fun and unexpected. This standout activation allows customers to get up close and personal with these leading brands, which we know will prime many to go on and purchase. Aligning perfectly with our goal of offering unexpected and engaging retail experiences, we hope this one leaves a tasty lasting impression.”
Westfield London has a 95% conversion rate – meaning 95% of people who visit the centres go on to buy at least one item and with an average spend of £128, so it is the ideal location for brands to showcase their new products to an engaged audience who is already in the mindset to buy. The North Atrium provides unmatched visibility in centre and engagement in a high footfall environment.
As experiential retail continues to be a key part in increasingly more brand strategies, Westfield Rise is leading the charge in a rapidly growing retail media market – this collaboration being the latest to showcase the innovative ways in which beauty brands and shopping destinations can leverage physical spaces and deliver immersive consumer experiences that leave a lasting impression.
The Space NK presents Glossier x Magnolia Bakery pop-up is live from Thursday 24th to Thursday 31st July 2025 in Westfield London. For more information and opening times, please visit – https://www.westfield.com/en/united-kingdom/london/events/a-sweet-treat-from-glossier-and-magnolia-bakery/130743
