Event TV: The idea behind Westfield's Indulgence 2016 event

Event spoke to Myf Ryan, chief marketing officer UK & Europe at Westfield, about the brand's Indulgence 2016 food-focused experience during a press event last Thursday (18 February).

She explained that this is the second year the company has opted for a food experience. "Westfield came up with the idea [for Indulgence 2016] really because food is such an important part of what we offer, but also why consumers come here.

"We had worked with Condiment Junkie last year on our food event, and they came to us with a really brilliant and innovative concept which played with all of the elements of why people like food – the sight of it, the smell of it and the taste of it."

Ryan talked Event through each of the four rooms within the experience, including the Intensity zone, which, she predicted, "will be probably one of our most popular rooms."

She added that the brand has devised the experience to convey a particular message to consumers. "What Westfield is trying to get across with this experience is that we are at the forefront of innovation, we break boundaries, we do creative and new things, and that’s really what Condiment Junkie has helped us do," said Ryan.

Indulgence 2016 took over Westfield White City from 19-21 February, and it will travel to Westfield Stratford from 26-28 February.

View our gallery of the experience here, meanwhile find out more about each of the four rooms here

Comment below to let us know what you think.

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