Westfield Rise, Unibail-Rodamco-Westfield’s in-house media agency, has partnered with Universal Pictures to deliver a UK-exclusive immersive activation at Westfield London. Wicked: For Good – The Experience transforms the centre into a dynamic cultural destination, seamlessly blending cinema, retail and social connection.
Centred on the 21st November release of Universal Pictures’ epic conclusion to the global cinematic phenomenon, Wicked: For Good, the activation showcases how Westfield London is redefining the role of retail spaces, elevating them into cultural and media platforms that drive both commercial success and emotional engagement.
This Christmas season, running from 13th November 2025 to 4th January 2026, Wicked: For Good – The Experience transforms Westfield London into an immersive brand environment. Visitors will embark on a choose-your-own-adventure walkthrough, encounter a 12-metre Wicked: For Good Tree, and follow a digital Yellow Brick Road trail via the Westfield App – each element designed to fuse storytelling with interactive consumer engagement amongst Wicked: For Good’s stellar line up of retail partners.
At the heart of the campaign is a 360-degree retail media strategy, developed by Westfield Rise to connect with millions of consumers across multiple touchpoints. The activation integrates large-format screens, experiential installations, website takeovers, DOOH, app integration, and personalised e-communications. Gamified engagement includes app-led trails offering a boost to dwell time and shareability.
By weaving together physical, digital, and social activations, the campaign showcases how retail media can deliver contextually relevant, high-impact engagement that not only drives footfall but extends storytelling beyond the screen.
The partnership also includes a social purpose element, giving visitors to support Barnardo’s* through visiting the experience. Alongside this, Westfield London will run ‘The Gift Appeal’, a values-led initiative inviting guests to select a golden tag from the Giving Tree, purchase a gift and return it by 22nd December for delivery to Westfield’s local charity partner ahead of Christmas.
Creating large-scale, immersive experiences continues to drive engagement far beyond traditional film marketing. Westfield Rise has delivered a slate of high-impact in-centre activations aligned with major film releases, consistently transforming cinematic worlds into immersive, real-life experiences that captivate audiences. The strategy is producing measurable results: Westfield Stratford City remains the UK’s top-performing Vue cinema in sales, with Westfield London in third place. Westfield Rise attributes this success to its inventive in-centre promotions, which convert excitement and anticipation into real footfall at the big screen.
Mel Lalou, director of Westfield Rise, Northern Europe, said: “This campaign highlights the power of Westfield London as more than a destination for shopping – it’s a cultural stage. With Wicked: For Good – The Experience, we’ve created a seamless ecosystem where film marketing meets innovation in spaces and media. From gamification to immersive environments, we’re showing how brands can engage audiences in ways that are both commercially impactful and emotionally resonant.”
Erika Lewington, marketing director, Universal UK & Eire, said: “Wicked: For Good – The Experience at Westfield London transforms the magic of the film into a fully immersive, multi-sensory journey that will captivate and excite audiences beyond the cinema. In collaboration with Westfield Rise, we’ve fused bold experiential innovation with film marketing, turning anticipation into unforgettable, shareable moments to delight fans and deliver measurable impact.”
