2024-10-11 13:28:24

Anais Gallagher is launching an AI-powered art installation at two shopping malls in London.

Noel Gallagher’s model daughter has curated Play-I – an art project promising to give shoppers a “unique art mission” which encourages them to “interact with their surroundings in a playful and thoughtful way”.

She said: “Curating Play-I’s art prompts with Westfield has been an exciting way to combine my love for art and fashion – transforming an ordinary shopping trip into a fun, interactive experience.

“Play-I brings creativity to the forefront, which aligns with Westfield’s How We Shop report showing three in four Brits want more of this. The prompts I chose reflect my passion for self-expression through style and beauty.”

The project – which is described as a “gamified artistic experience that transforms everyday shopping into something imaginative” – runs at Westfield London and Westfield Stratford City across two weekends in October as part of the malls’ Stylecade events.

Shoppers can press a button to receive a print out of a “unique art mission” featuring Anais’ signature. Each mission is crafted around fashion, beauty, and self-expression and is designed to give customers a fresh take on their surroundings.

One mission is titled “Colourful Confidence” and it encouragers visitors to stand in front of a shop display and “absorb the colours” of the display letting them infuse you with “energy and confidence”.

Another instructs shoppers to imagine they are wearing a crown on their head for the entire day.

Katie Wyle, Head of Shopping Centre Management at Unibail-Rodamco-Westfield, said: “Our Stylecade event highlights the growing trend of ‘Play-tail’, where retail seamlessly merges with entertainment, as outlined in our latest How We Shop report.

“The research reveals that 90 per cent of Gen Z shoppers are drawn to gamified shopping experiences, while 63 per cent of younger consumers, including millennials and Gen Z, seek more interactive and playful environments.

“Play-I captures this trend perfectly, combining style, play, and innovation to bring excitement and joy to the shopping experience, resonating with today’s shoppers.”

Play-I can be experienced from October 12-13 and 19-20 at Westfield London and Westfield Stratford City.

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