co.lective launches at Westfield White City: new pop-up takes next-gen brands from URL to IRL

Independent, founder-led brands are being given a new platform to shine. From 18th September 2025, co.lective – a curated pop-up retail destination – will be introduced to Westfield White City.

Designed to enable next-gen, retail-ready businesses to connect with thousands of shoppers each week, this multi-brand incubator kiosk lowers the barriers for independent companies to access premium retail spaces.

Each week in one of the UK’s busiest shopping centres, eight brands will be showcased on rotation, with options to book longer or secure multiple spaces. Every line-up will be carefully curated to ensure a fresh, discovery-led shopping experience for customers.

“This is retail done differently, conscious, collaborative, and community-first,” says founder Ami Rabheru, retail strategist and former buyer for M&S, Next, and Tesco. “We’re creating an experience where independent brands can connect with real customers, tell their stories, and grow visibility in a way that’s impactful, affordable, and memorable.”

The launch campaign, co.lective UNBOXED, is inspired by the thrill of the unboxing experience. Each week new brands will be revealed online and in-store, sparking consumer curiosity and giving the next brand a unique launchpad. In fact, the design of kiosk space was inspired by shipping boxes. This not only gives a playful nod to the ecommerce origins of these fresh brands, but also brings this online ritual to life in a physical space.

“From the moment consumers see the crate-style kiosks, they’re pulled into a story of discovery. Each kiosk becomes a vessel of values, waiting to be unpacked by curious, conscious shoppers. And when they do? They don’t just shop, they join the culture,” adds Rabheru.

Located in the heart of Westfield White City, the kiosk aims to offer unrivalled footfall. As Westfield White City attracts over 30 million annual visitors, these founder-led brands can achieve high visibility, as well as retail credibility, and the chance to become part of a collaborative movement.

Participating brands not only receive a dedicated space in the kiosk, which features lockable storage and starts for £100 a week, they will also be part of an extensive media campaign. This includes on-site signage and launching brands will be featured on digital billboards throughout Westfield White City.

As collaboration is key to this commission-free pop-up, there will also be a tie-up with Westfield’s marketing campaign, Retail Huddle guidance and PR assistance, as well as its retail industry network to raise maximum awareness.

Following the co.lective UNBOXED launch, there will also be campaigns dedicated to major events in the retail calendar such as Diwali, Christmas gifting and an Autumn edit.