Westfield London preps immersive beauty space byCircus

Westfield London is opening byCircus, featuring 12 online beauty and wellness brands in a physical shopping environment for the first time.

The store will include such visual installations as a maze of clouds floating from the ceiling, colourful tumbling ribbons and light sculptures. It will run from 29th November to 31st December. Participating brands will include The Spoiled Bee, True FunkySoap, Beached, Glo&Ray, Laponie and Naturelle by Iqra Kahn.

“We have seen almost 10% growth in beauty sales at our London centres in 2019 and have welcomed a number of digitally native brands into the physical retail space including the likes of Morphe in Westfield Stratford City and Pyramid in the Carrousel du Louvre in Paris,” says Paul Buttigieg, Unibail-Rodamco-Westfield’s Director of Commercial Partnerships Europe.

“byCircus will offer a unique experience for shoppers, which is something that we’re extremely passionate about. We are always looking to bring our consumers new innovative brands with engaging experiences, and we think this partnership with byCircus is a great example of that.”