Westfield Rise and Lionsgate launch Hunger Games: Sunrise on the Reaping immersive experience in London
Westfield Rise, the in-house retail media agency of Unibail-Rodamco-Westfield (URW), has partnered with Lionsgate to launch The Hunger Games: The Capitol Experience, an exclusive immersive activation at Westfield London. Running from 30th October to 23rd November, the free ticketed experience will give fans the chance to step into the world of Panem ahead of the release of the movie.
Located in The Atrium at Westfield London, it will feature a Cornucopia installation, interactive moments inspired by the film, exclusive collectibles and a world exclusive film clip available only to visitors attending the activation. The activation forms part of Lionsgate’s wider campaign for The Hunger Games: Sunrise on the Reaping, which the studio has described as its largest above the line campaign of 2026, spanning TV, VOD, outdoor, social, digital, radio, PR, influencer and brand partnership activity.
Westfield will support the campaign through its owned marketing channels, including social media, CRM, digital platforms, editorial content, in-centre media and ticketing communications. The partnership also extends across URW's Northern European portfolio. Supporting activity at Westfield Täby Centrum and Westfield Mall of the Netherlands will help amplify the campaign through local marketing, social content and customer communications. Additional campaign activity will also take place at Westfield Chodov in Prague.
“The Hunger Games is one of the world's most recognisable entertainment franchises, with a fanbase that actively wants to engage with the story beyond the screen. Westfield London provides the stage for a standout fan experience, while activity across our destinations in Sweden and the Netherlands helps build excitement for the film across Northern Europe,” says Mel Lalou, Director at Westfield Rise, Northern Europe.
“For us, it's a strong example of how we help brands extend campaigns beyond a single activation through the reach of our destinations and marketing channels. Westfield Rise offered the ideal combination of destination scale, creativity and marketing reach. Together, we’re creating an experience that fans will want to visit, share and talk about while building excitement for the film across key markets in Northern Europe.”
2026 RTIH Innovation Awards
Immersive experiences will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
