The experiential campaign forms part of the shopping centre’s ‘We are the London Summer’ initiative. It is also taking place during the entertainment brand’s search for the first ‘E! Host UK & Ireland’, which is being held in association with 1-day Acuvue Define.
Launching last week (28 July) and running until 9 August, the first activation features a branded video booth in the Atrium of Westfield London. Here, guests can act as an E! host and capture their attempt on video.
The presenters can share their footage on social media or upload it to a dedicated digital hub as part of the channel’s host search, which is fronted by presenter Sarah-Jane Crawford.
From 17-31 August, E! will host its Red Carpet paparazzi experience on the first floor of Westfield Stratford City.
Nicky Douglas, UK managing director at NBC Universal International Networks, commented: "We are excited to be bringing E! into Westfield this summer. It is the perfect partnership as both brands epitomise style and glamour.
"The visitor experiences will open the E! world into all things celebrity, glamour and fashion."
Myf Ryan, Westfield’s director of marketing – UK and Europe, said: "We are thrilled to announce the partnership with E! Entertainment Television as Westfield continues to create new experiences and opportunities for our visitors. We know many of our fashion-conscious shoppers will be delighted to be able to get the chance to walk the red carpet and take part in the E! video booth experience while revelling in the ‘We are the London Summer’ events schedule."
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