Westfield announces partnership with M&S for new food experience

Westfield has revealed additional details of its upcoming Indulgence 2016 event, including that it is to partner with Marks & Spencer.

Indulgence 2016 will visit both Westfield centres in February
Indulgence 2016 will visit both Westfield centres in February

The interactive food experience will see visitors to both the White City and Stratford centres sample a series of indulgent dishes, which will be made using products sourced from Marks & Spencer and created by Condiment Junkie.

As previously revealed, the multi-sensory experience will include four separate rooms. Each will focus on a different theme, and showcase how food can be prepared in interesting and unique ways, making it difficult to not indulge. 

The rooms 

The Sumptuous Smells space will include six ‘scent-trumpets’, which will each release a different food-focused aroma, as well as samples of different sweets; meanwhile the Extreme Intensity room will showcase some of the richest and strongest food flavours.

Guests can expect a range of indulgent dishes over at the Guilty Pleasures room, with chefs on hand throughout the event to combine ingredients in unusual ways. A range of special guests are also expected to visit the room to reveal their weird, indulgent food combinations.

Finally, the Rarest of Tastes area will feature some of the world’s most luxurious, expensive and indulgent foods.

Participants will be invited to collect a stamp from each room and place them in their 'food passport' for the chance to win prizes.

Indulgence 2016 will visit Westfield London from 19-21 February, and Westfield Stratford from 26-28 February.

Myf Ryan, chief marketing officer UK & Europe at Westfield said: "Consumers are savvier than ever and they are looking for a 360 degree experience. Research carried out by Westfield found that 57% of people want inspiration from a shopping trip and almost 70% of frequent shoppers think that non-retail elements are an important part of the shopping experience.

"We are really excited to be working with sensory experts Condiment Junkie once again this year to create a unique food event for our customers to explore. With customers craving the full sensory experience, "Indulgence" is sure to ignite their taste, sights and smells and more as they make their way throughout the four sensory rooms."

Russell Jones, co-founder at Condiment Junkie added: "After the success of Tongue Twister at Westfield last year, we jumped at the chance to take Westfield visitors on a new journey of indulgence and intrigue.

"We wanted to explore the emotional and sensorial qualities of what makes a food indulgent. Visitors can unleash their guilty pleasures, sample the most exquisite intense flavours, become engulfed in the most provocative smells and have the chance to samples the world’s rarest gastronomies."

Read about the 2015 experience Westfield produced with Condiment Junkie here.

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