For the first ten days of August Kia will be taking over the Atrium at the 150,000 square meter shopping centre.
The ‘Ready to Roll’ event will allow visitors to Westfield to participate and interact with Kia through a variety of activities. Built on the car company’s recent campaign to launch the all-new Kia Soul the ‘Ready to Roll’ creative includes the hugely popular ‘Hamsters’ TV advert – showing the hamsters getting restyled and ‘ready to roll’ for the new model.
Simon Gardiner, Head of Brand Communications at Kia commented: ‘This is the first time Kia has done an event like this on such a big scale. With the interactive and fun elements to the stand we hope that visitors to Westfield will really engage with the brand and come away with a positive experience of Kia.’
The interactive stand will include core components such as – ‘X-Box Kinect Health and Fitness Challenge’ – where visitors can pit themselves against each other with a two minute training challenge – hosted by a fully trained fitness instructor. There will also be a ‘Digital Graffiti Pod and Design Studio’ will allow visitors to style their own Kia Soul, and a ‘Driving Experience’ with Kia Soul radio controlled racing cars.
A first for Kia and Westfield is the installation of the ‘Power to Surprise Dream Chute’ which allows visitors to enter the Kia stand – on the ground floor, from the first floor – a laser system triggers a camera at the bottom of the chute allowing visitors to upload their pictures to their social media platforms.
The Kia Hamsters are being brought to life with full size mascots, visitors can pose with the hamsters throughout the event.
Weekend activity on the stand includes a ‘Restyled Makeover Boutique’ – for men and women, offering men grooming treatments such as a Clipper Cut, Beard Trim or Moustache Maintenance all done by the London Barbers Lounge. For women, Hershesons Boutique will be on hand to offer styling and fashion tips with make-up tutorials, a hair stylist and a fashion style expert.
Mind reader Alex Crow will also be interacting with visitors to the stand during the weekend events and DJ Storm will be spinning the decks to get the atmosphere pumping!