Intended to promote imaginative new concepts, the project will focus on engagement and interaction over sales, favouring mixed reality concepts (AR/VR/XR), wellbeing initiatives and sustainable design.
In partnership with New West End Company and The Crown Estate, 10 start-ups will get a space in one of London's most popular shopping areas (Oxford Street, Regent Street or Mayfair) and up to £5,000 towards store fit-out. This follows the initiative by Westfield earlier this summer - where they supported lockdown Side Hustles.