Westfield London is set to host 'Wicked: For Good - The Experience', an immersive brand environment, in partnership with Universal Pictures.
Coinciding with the release of Universal Pictures' film Wicked: For Good, the activation will run from mid-November 2025 until early January 2026, aiming to merge cinema, retail, and social interaction within the shopping centre.
Immersive environment
The centrepiece of the experience is a choose-your-own-adventure walkthrough event, accompanied by a twelve-metre-high Wicked: For Good Tree. Visitors will be encouraged to follow a digital Yellow Brick Road trail via the Westfield App. Each feature is designed to blend interactive storytelling with consumer engagement, in conjunction with a number of retail partners aligned with the film.
The activation will feature a 360-degree retail media strategy, developed by Westfield Rise, to connect with millions of consumers across a variety of touchpoints. This includes the use of large-format screens, experiential installations, website takeovers, digital out-of-home (DOOH) displays, app integration, and personalised email communications.
Gamified engagement forms a core component of the experience, including app-led trails designed to increase both dwell time within the centre and shareability among visitors.
Physical and digital integration
The campaign aims to demonstrate how physical, digital, and social activations can deliver contextually relevant and high-impact engagement, supporting footfall and enhancing storytelling linked to the film.
This campaign highlights the power of Westfield London as more than a destination for shopping - it's a cultural stage. With Wicked: For Good - The Experience, we've created a seamless ecosystem where film marketing meets innovation in spaces and media. From gamification to immersive environments, we're showing how brands can engage audiences in ways that are both commercially impactful and emotionally resonant.
Alongside its commercial and entertainment elements, the event also incorporates a social purpose, supporting Barnardo's. The 'Gift Appeal' initiative invites guests to select a golden tag from the Giving Tree, purchase a gift, and return it by late December for delivery to Westfield's local charity partner before Christmas.
Retail media and film marketing
Westfield Rise has previously delivered centre-wide activations tied to major film releases, designed to translate cinematic worlds into immersive real-world experiences that attract visitors. The company states that such marketing strategies have resulted in Westfield Stratford City being the top-performing Vue cinema in the UK by sales, with Westfield London holding third place.
The company credits these results to its promotional strategies, which aim to convert film-related excitement and anticipation into actual footfall at the centres' cinemas.
Wicked: For Good - The Experience at Westfield London transforms the magic of the film into a fully immersive, multi-sensory journey that will captivate and excite audiences beyond the cinema. In collaboration with Westfield Rise, we've fused bold experiential innovation with film marketing, turning anticipation into unforgettable, shareable moments to delight fans and deliver measurable impact.
Wicked: For Good release
Wicked: For Good is the concluding chapter to the film adaptation of the well-known musical. The film, directed by Jon M. Chu, follows the characters Elphaba and Glinda as they navigate the aftermath of their choices, culminating in further developments following the arrival of a girl from Kansas.
The activation at Westfield London will remain open throughout the Christmas season, closing on early January 2026.
