Experiential retail destination Situ Live has opened its first venue in Westfield London shopping centre Shepherd’s Bush, which CEO Warren Richmond says will “put the heart back into retail”.

The immersive space features areas dedicated to health and wellness, technology and personal travel, including the Nutritious Kitchen, a connected lounge, plus sleep and wellbeing areas.

It features 75 luxury brands, including Maserati, Nordic Track, Bang & Olufsen and features Antony Mullan kitchen furniture, Bosch and Tefal appliances in the working kitchen.

Sponsored Video

Quarter sawn Tulipwood

Situ Live is staffed by “story tellers”, instead of sales consultants, and consumers are directed to QR codes to purchase direct from manufacturers.

Taking five years of development, CEO of Situ Live Warren Richmond describes the store as a “discovery playhouse”, stating “the premise, fundamentally, is you can come in and experience things like manufacturers and brands and buy online – because that is what we’re doing anyway, at the moment, in retail.”

Speaking at the launch of the space, Warren Richmond stated: “The digital surge will keep growing and through COVID we saw that spike. It’s gone down a bit but it’s still above pre-pandemic levels.

“We’re going to continue to buy online, so we need to work with that trend.”

However, he consumers still want to see and experience, which has driven a growth in retail footfall and said: “We decided let’s set about changing the commercial model of retail.

“We are a discovery playhouse; we’re not a retailer. We don’t call this a store; this is a venue. We are in a retail landscape, but this is a place where people can come in and experience stuff.”

The space also features a stage with activities planned with brands and free live events for the local community.

Richmond stated: “We are desperate to put the heart back into retail. Our passion, here, is to really stimulate change in the rest of retail. We want to help, massively. The stage is set for a new type of retail.”