Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry.
What is it?
Westfield London has launched a permanent sensory room as part of a commitment to making the shopping centre more inclusive and accessible. This new facility provides a calming sanctuary within the centre, designed specifically for visitors with sensory processing disorders, autism, ADHD, and disabilities.
The room was developed in partnership with sensory specialists and Jack Tizard School, a local institution serving children with severe learning difficulties. Named in memory of former Jack Tizard pupil Mia Wedgbury, who advocated for inclusive playgrounds, the space aims to represent Westfield’s connection to its community while honoring her legacy.
The environment features several key elements to promote relaxation and reduce stress including soothing lighting systems, interactive visual projectors, tactile elements for sensory engagement and soft furnishings for comfort.
Why does it matter?
According to the latest research by University College London, in the UK, diagnoses for ADHD have grown 20-fold. The increase represents a shift in awareness among Brits to sensory processing issues that make brightly lit, attention-grabbing shopping experiences unpleasant.
The Sensory Room aims to serve as a safe haven where children, adults, and families can take breaks from what can be a bustling environment.
By providing this specialised space, Westfield London demonstrates its understanding that shopping centers can be overwhelming for some visitors, particularly those with sensory sensitivities or cognitive conditions. The room offers these individuals and their families the opportunity to fully participate in the shopping center experience while having access to a dedicated space for relaxation and sensory regulation when needed.
Strategic implications
The opening of a sensory room positions Westfield as a leader in inclusive retail, differentiating it from competitors and going above and beyond for its visitors. The move also strengthens its reputation as a socially responsible business, creating positive PR and community goodwill, which is particularly valuable as consumers increasingly align themselves with brands that show strong social values.
The room may also encourage people who would normally become overwhelmed by this type of retail environment, or those with young children impacted by sensory processing issues, to visit more often.
Winning strategies
- Inclusivity
- Customer experience
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