Nintendo pop-up store at Westfield London demonstrates integrated retail media strategy

Westfield Rise, the in-house media agency of Unibail-Rodamco-Westfield, partnered with Nintendo this autumn to launch the first-of-its-kind shopping centre-based Nintendo store at Westfield London. The activation demonstrates how Westfield Rise leverages physical retail space as a high-impact marketing platform for global brands.

Since its launch on 22^nd October the pop-up attracted strong engagement, including 400 visitors on its opening day. The activation highlights the effectiveness of pairing a globally recognised entertainment brand with Europe’s largest shopping centre to create a measurable, immersive marketing experience.

Nintendo’s London pop-up offered a curated selection of exclusive merchandise previously only available in Japan. While consumer-facing, the strategic value lies in how the activation integrates footfall, engagement and purchase intent into a broader retail media campaign, providing tangible commercial outcomes for the brand.

Mel Lalou, Director of Westfield Rise, Northern Europe, said: “Westfield London offers brands an opportunity to connect with high-intent audiences in ways that go beyond traditional retail. Nintendo’s pop-up demonstrates our ability to create multi-sensory activations that drive engagement, footfall and measurable sales. With 95% of visitors making a purchase and an average spend of £128, our platforms deliver clear commercial impact while providing brands with unique storytelling opportunities.”

The pop-up is part of Westfield Rise’s broader autumn programme, which includes ‘Wicked: For Good – The Experience’, developed in partnership with Universal Pictures. Both activations showcase Westfield Rise’s 360-degree retail media capabilities, integrating physical and digital touchpoints such as experiential installations, large-format screens, digital out-of-home, app integration, and personalised communications to maximise reach, engagement and commercial impact.

These activations highlight Westfield Rise’s ability to transform retail space into a strategic marketing channel, providing global brands with innovative solutions that combine reach, relevance, and measurable results.