Westfield Malls / URW2019-2020•VP / Director of Product & Emerging Tech
Westfield Retail AR & Spatial Gamification
Pioneering location-based augmented reality and interactive wayfinding for millions of mall visitors.
10M+
Footfall Audience Reach
+35%
Average Dwell Time Increase
180K
Merchant Coupon Redemptions
SPATIAL COMPUTINGAUGMENTED REALITYINDOOR WAYFINDINGGAMIFICATION
VIEW ON BEHANCE↗Executive Overview
Westfield is one of the world’s premier commercial retail developers. As physical retail adapted to changing digital behaviors, we launched an industry-first augmented reality and spatial computing platform deployed across flagship shopping centers, turning passive pedestrian traffic into high-engagement interactive discovery loops.
Innovation Pillars
- Camera-First Spatial Discovery: Superimposed real-time wayfinding arrows, digital art installations, and merchant treasure hunts onto the physical mall concourse.
- Merchant Incentive Protocol: Connected spatial AR encounters directly to digital coupon wallets redeemable at physical retailer POS terminals.
- Low-Latency Indoor Geolocation: Integrated Bluetooth Low Energy (BLE) beacon grids with camera VPS (Visual Positioning System) to overcome GPS blind spots inside multi-story concrete structures.
Quantified Results
- Over 180,000 in-store coupons claimed via spatial encounters.
- Documented a +35% increase in visitor dwell time across participating center zones.
- Won international retail innovation recognition for merging physical real estate with digital spatial entertainment.